Dyson vacuums to create a healthy home for TA

Howard Chen, Hannah Lu, Rick Zhang

As the leading brand of vacuum cleaners in China, Dyson has maintained growth for many years. In the face of the impact of emerging floor cleaning products, the brand plans to make differentiated and precise touches on the pain points of the crowd, so as to break through category barriers, expand new crowds, and increase product sales.
Case Details

Brand: Dyson Dyson

Brand owner: Dyson Trading (Shanghai) Co., Ltd. Dyson

Main Agency: Mindshare China

Main agency holding group: WPP

Launched on the market: Mainland China

Industry: Household Appliances

Media channels: TV (OTT), interactive/digital online (small program, mobile & application APP, H5, programmatic advertising, video/micro-movie, social media), social (WeChat), short video & live broadcast (Douyin ), streaming/long video (iQiyi, Tencent Video, Youku, Mango TV), e-commerce platforms (Tmall/Taobao, JD.com)

Budget: 15-20 million

case summary

Under the background of Dyson vacuum cleaners being impacted by emerging categories such as floor washing...

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