Edelman Digital was tasked with positioning Siemens as the number one premium brand, offering speed options with best performance in the home appliance segment. We identified that people don’t value the different speed settings in their home appliances. They value the additional time they can use for themselves. Time is not the same for everyone. Time is what you make of it. So, we developed a global social media campaign where we portrait three outstanding protagonists who each have a unique perspective on time: exciting stories, packed in snackable pieces and engaging formats. A comprehensive campaign toolkit was then given to the markets for local activation.