Mission

Make Miele a “trust” brand for younger consumers while opening the MEC

Campaign

For the opening of Miele’s “Experience Store” in the heart of Brussels, Twyst launched a Instagram contest for couples about to live together for the 1st time. 

The winning couple had the opportunity to test life under the same roof in the not-opened-yet experience store that was transformed into a luxury loft for them. The official opening of the store was their housewarming party.

Results

11 Top Tier press articles
Estimated reach: 1,543,404

131 Instagram publications
Estimated reach: 168,859

Miele Instagram account
+ 50% increase followers base

10 Digital content creatord posted organic IG content (post, stories)

Positive tone of voice (PR & SoMe)

Key messages retention