Miele USA —

An Innovator Takes its Day in the Sun

Guided by their "Immer Besser" philosophy (German for “Forever Better,”) Miele has been creating appliances that set new standards for design, craftsmanship, and sustainability since 1899. While the Miele brand is revered by US consumers and partners in the know, Miele USA is seeking to replicate the same renown they enjoy in Europe across the US market. When the biggest industry trade show of the year rolled around, Miele USA asked SCS to help them amplify their presence.


Miele USA


Trade show activation and content


Social Media Strategy, Planning, Content


The Kitchen and Bath Industry Show (KBIS) is the most prestigious home appliance event of the year, and Miele wanted to take center stage amidst a sea of new offerings and product launches. To achieve this, they constructed the 8,000-square-foot “Miele Haus” in the middle of the showroom floor. The Haus was filled with state-of-the-art appliances and exciting activations including a gourmet coffee bar, a four-course sustainable chef’s table, and a “Be a Baking Influencer” demonstration. Miele USA wanted to ensure that show attendees weren’t the only ones in on the fun, so they tapped SCS to turn this ambitious activation into exceptional content for their social media audiences.


As Miele’s trusted digital partner, SCS was well-equipped to handle the demands of KBIS. With intimate knowledge of the brand’s products, voice, and B2B audience, and a lean production team on standby we were ready to hit the ground running. With this collaborative effort, we were able to immediately capture, approve, and publish every moment of “Immer Besser.” Whether it was customer-facing Meta content or executive profiles on LinkedIn and Twitter, we ensured that every piece of content we produced aligned perfectly with Miele’s brand values and resonated with its diverse audiences.


Thanks to our close partnership with Miele, SCS created impressive results at KBIS. “SCS developed a comprehensive content plan designed to drive excitement and interest in the Miele brand and delivered in spades,” explained SCS VP of Marketing, Kirsten Wright.  Our social media team created content for all Miele channels, while our production team incorporated live feedback on the showroom floor. Our video content generated over 67,000 impressions, more than double the average from the previous year. Posts featuring brand personalities garnered almost 8,000 impressions per post, revealing a new trend to expand social reach next year. Overall, we helped to make “Immer Besser” even more well-known in the Kitchen and Bath Industry.