Miele, a premium home appliance brand, partnered with Buymedia to support the launch of its first-ever Miele Experience Centre in Ireland, located at Liffey Valley Shopping Centre. Working with a modest budget and ambitious goals, the campaign required sharp strategic planning and an efficient media mix. This case study explores how Buymedia’s data-driven platform enabled a successful multi-channel campaign that delivered strong results and brand impact
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Miele set out to generate strong awareness and excitement around the launch of its first Experience Centre in Ireland. The challenge was to deliver high-impact results on a limited budget—driving footfall, boosting event attendance, and sparking word-of-mouth. The campaign also aimed to showcase the unique in-store experience and build momentum for future sales.
To maximise impact on a limited budget, Buymedia’s AI-powered platform planned and delivered a highly targeted, multi-channel campaign.
Using synthetic customer profiling, the platform created data-rich personas that mirrored Miele’s ideal audience. These profiles enabled precision targeting and guided the selection of the most effective media channels.
Media bookings were managed through Buymedia’s intelligent platform, which recommended a strategic mix including national radio, OOH, print, and in-centre activations. The campaign featured eye-catching bus ads, QR-enabled hoardings, and digital D-Pod placements within the shopping centre to generate buzz.
The launch was amplified by a live broadcast of the 2FM Jennifer Zamperelli Show, on-site activations, a breakfast event, and an exclusive Chef’s Table experience with Rachel Allen.
Advertisement in the Irish Times and prime-time radio spots on Newstalk broadened reach and engaged listeners, while Miele's social media competitions further amplified excitement.
Throughout the campaign, the platform's machine learning capabilities continuously refined the campaign strategy, optimising performance based on real-time data insights.
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The campaign stood out through the use of Buymedia’s synthetic customer profiling — an AI-driven feature that builds predictive audience personas to optimise media targeting across channels. This allowed Miele to reach its most relevant audience segments with pinpoint accuracy despite a modest budget.
Miele saw a strong uplift in performance, with online sales rising by 22% in the first month. The campaign also drove a significant increase in quotation pipeline volume.
Within just a few weeks of launch, the new Miele Experience Centre had already tripled the annual footfall of their previous location.
Signature events like the exclusive Chef’s Table with celebrity chef Rachel Allen were fully booked—demonstrating strong customer interest and the effectiveness of pre-launch buzz.
Engagement across digital and on-air channels spiked. Radio and social media competitions generated rapid response—200 texts received in 3 minutes, a volume typically reserved for high-value incentives like cash prizes or concert tickets. Website traffic increased by 35%.
Through strategic planning, precise targeting, and seamless execution, Buymedia’s collaboration with Miele delivered standout results. The campaign not only exceeded sales and footfall targets but also significantly boosted brand visibility and customer engagement. This case study highlights the impact of data-driven marketing—where Buymedia’s AI-powered platform was instrumental in identifying the ideal audience, optimising media selection, and achieving measurable success within a limited budget.
Buymedia’s expertise goes far beyond simply media buying – it's their AI-powered data-driven platform that truly sets them apart. They leveraged data and insights to craft a media plan that delivered exceptional results and strong ROI. I want to personally thank them for their help and dedication to making this launch a huge success!
Phoebe Schofield, Brand Activation Manager, Miele
