How Miele launched its first KOL campaign in the Philippines
Miele is a world-renowned German brand of innovative home appliances, but they needed a local partner to mount a KOL campaign that would resonate with Filipino audiences. Near stepped up to collaborate with key KOLs who reflect the values of the brand and are trusted by their followers.
*KOL = Key Opinion Leaders aka Influencers / Content Creators
Established in Germany in 1899, Miele is a family-owned and family-run company that takes pride in its “Immer Besser” commitment, which translates to “forever better” in English. Miele has spent over 120 years in the domestic and commercial appliance business continuously honing and innovating its revolutionary product line.
Today the brand is renowned for its undeniable craftsmanship and proven performance, making its equipment a top choice for many households inside and outside Europe.
Miele powers into unfamiliar territory
Although active on social media, campaigns with key opinion leaders (KOLs) were largely unexplored by Miele. The brand sought out the partnership of Near to execute its first KOL campaign in the country to highlight two of its most powerful products: the cordless Triflex HX1 Vacuum Cleaner and the bagless Blizzard CX1 Vacuum Cleaner.
To grow familiarity with the brand here in the Philippines, the campaign’s primary objective was to increase awareness of Miele as a world-class cleaning solution for homeowners, with a secondary objective of driving demand and increasing sales for the German brand.
Near designs a KOL campaign for success
Miele had a particular vision for the campaign, so Near stepped in with its expertise to source KOLs who would best represent the brand and its products by further grounding the campaign into a relatable context. First, the team defined the market spectrum into Titas of Manila, Practical Moms, and Newlyweds and Young Couples, with the shared goal of having a tidy, polished home.
Near then tapped a variety of KOLs who matched the aforementioned personas with the objectives of maximizing reach through mid-tier KOLs and deepening the possibilities for engagement and conversion through the niches of micro-KOLs. To ensure variety, consistency, and quality of content, the Near team also developed sample executions and content angles, which were balanced between the tapped KOLs and used as thought starters to develop their final executions.
KOLs featured: @caramanglapus, @danieloveslife
Because this was one of Miele’s first forays into influencer marketing, Near was particular about assisting the brand from end to end – from a meticulous KOL recommendation process to proactive efforts to ensure that deliverables were accomplished within the given timelines. Near created a specific yet flexible campaign brief that instructed KOLs on product guidelines and content best practices, while still collaborating with them to create execution concepts and make suggestions that could make the outputs feel true to their content styles and personalities.
KOLs featured: @kellymisa, @mustlovemom
Near’s polished practices for engaging campaigns
Inspire when you instruct. While high-tech appliances like Miele’s have many fascinating and unique features, it’s important to entice audiences with more than just tech. Make them interested in something bigger that ties back to the product, such as an aspirational lifestyle or an emotional benefit that they can gain from using it.
Simplify the journey with unique links. UTM links are great for leading people to your website and tracking clicks and engagements. The fewer hoops the audience has to jump through to get to know your products, the more likely you are to keep their eyes on you.
Maximize the comment section. It’s important to share crucial information on the posts themselves. But the comments are an oft-overlooked place for KOLs to offer bite-sized information and testimonials to curious followers.
