How Miele Achieved 50K Clicks in 5 weeks
Submitted by The Cirqle

Miele Boost CX1 Influencer Product Demonstrations

Influencer Marketing

The Cirqle ran an influencer campaign in the Netherlands for Miele's Boost CX1 vacuum cleaners, pairing 4 influencers with paid media targeting that the agency reports delivered 48.9K clicks.

4.1MImpressions
48.9KClicks
532.8KEngagement Events
7xEngagement vs Goal

About the campaign

Miele worked with The Cirqle and 4 influencers to launch two vacuum cleaners in the Netherlands, and the campaign recorded 48,856 clicks. Miele is a German manufacturer of high-end home appliances. Its goal was to drive purchase intent for the newly launched Boost CX1 Cat & Dog and Boost CX1 Powerline.

The agency partnered with 4 influencers it already knew and trusted. They produced twenty pieces of content over 5 weeks. The content showed how much dust and hair the vacuums collect, and how easily they move and empty. It placed the Boost CX1 inside the daily cleaning routines of parents and pet owners. Careful content briefings and paid media targeting supported the work, which aimed to lead people to the Miele website.

The agency reports 4,070,794 impressions and 48,856 clicks. The content generated 532,842 engagement events. Engagement beat its goal by nearly 7x, and clicks beat their goal by 3x.

Case in 60 seconds

Miele needed purchase intent for two newly launched vacuum cleaners in the Netherlands, the Boost CX1 Cat & Dog and the Boost CX1 Powerline, so The Cirqle had to show the products in action and send people to the website.

Parents and pet owners judge a vacuum by the dust and hair it lifts and the minutes it saves, because cleaning is a daily routine they want shorter, so a demonstration inside that routine answers what a specification list cannot.

Influencers placed the Boost CX1 inside their daily cleaning routines, making the extra dust and hair collected, the easy manoeuvring and emptying, and the time saved into the visible reason to visit the Miele website.

The Cirqle briefed 4 influencers it knew and trusted to produce twenty pieces of content over 5 weeks on the design, mobility and functionality of the Boost CX1, while paid media targeting put that content in front of the audience.

The Cirqle reports 4,070,794 impressions, 48,856 clicks and 532,842 engagement events, which the agency says beat its engagement goal by nearly 7x and its click goal by 3x within 5 weeks.

Strategy Breakdown

Parents and pet owners in the Netherlands looking to simplify their daily cleaning routines.
Suction, mobility and easy emptying are hard to judge from a product listing, so the work had to put the new vacuum cleaners in use on camera before asking anyone to visit the website.
Miele carries a reputation for quality and products that deliver on their promise, and the content set out to show that promise being kept in ordinary household cleaning.
Parents and pet owners measure cleaning in time spent, so the content tied each product benefit to the time saved in a daily cleaning routine.

Creative & Execution System

Partners

  • The Cirqle

Results & Evidence

MetricValue
Impressions4.1M impressions
Clicks48.9K clicks
Engagement Events532.8K engagement events
Engagement vs Goalnearly 7x engagement goal
Clicks vs Goal3x click goal
Influencers4 influencers

Why The Cirqle's strategy worked

  1. 1

    Showing an appliance collecting visible dust and hair inside a creator's ordinary routine gives viewers a concrete reason to click through, because the benefit is demonstrated on screen instead of asserted in copy.

  2. 2

    A small roster can carry a product launch when briefings are tight and paid targeting distributes the content, since 4 influencers here exceeded both the engagement and click goals within 5 weeks.

  3. 3

    Framing a household product around time saved for parents and pet owners links a feature list to a daily need, which gives creators one practical story to tell across many pieces of content.

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