My Approach

I focused on showing it through stories that felt authentic and local. Each piece of content was designed to highlight real people, real practices, and the shared belief that quality and sustainability go hand in hand. The goal was to make sustainability feel relatable and show Miele as a brand that leads by example.

Challenges

The key challenge was shifting perception. Miele was seen as premium but not sustainable, so the storytelling had to educate without feeling promotional. Coordinating multiple creators and stories while maintaining a consistent tone also required careful management.

Conclusion

The campaign showed that honest storytelling builds trust. By putting people and purpose at the centre, Miele revealed a more human side of the brand, strengthening audience connection and driving record engagement.