Dagmara Lacka’s Post

Miele has partnered with a delux hotel chain to build #brand awareness during a culinary experience event: 👨🍳The hotel has a great restaurant so the context is spot on ✅ 🕰️ Timing is also great as December is associated with home cooking ✅ 🍳 Location is frequented by otherwise hard to reach audiences ✅ 🎯 Many participants came in groups of friends adding to the positive association, creating memories and driving shareability on social media ✅ Other opportunities which could have strengthened the message and expand the reach: 💡digital screen in the lobby would have been great for: 👉showing off the video of the product 👉increasing reach within the same audience 👉 drive sign ups for upcoming events What are the learning for the challengers in the culinary product vertical? 🚀 market leaders are great at educating and priming audiences 🚀 non competing brands can choose narrow channel like #dooh to take advantage of the context uncovered by the encumbents to build positive associations 🚀 for direct competition, utilise the location by seeding your message after the event to already primed audiences #brandrecall #dooh #audienceengagement