Online Video | Influencer Marketing | Social Media Strategy
First encounter with Dyson Supersonic™
When introducing a new product, Dyson not only launches a new product but also reinvents a new category.
Remember your first encounter with a newly introduced Dyson product?
You want to touch it. You want to feel it. In many cases,it'll even blow your mind.
The campaign was launched one week before the product's grand introduction on the weekend in Hong Kong & Taiwan.
We recruited a group of influencers who are icons of their arena.
They included a pop-music lyricist, image guru, hairstylist, cross-media creator, fashionista, hat designer, tattoo artist, and even a celebrity dog.
Teaser Video Hong Kong
We kickstarted eight 15-second teaser videos on the Dyson Facebook Page, from Monday to Thursday.
Every day we launched two videos featuring an influencer, one in the morning, another one in the late afternoon.
Thematic video (Hong Kong)
On Friday afternoon, we began the 60-second thematic video as the finale, featuring sixteen influencers' first encounter with the Supersonic.
Teaser Video | Taiwan
We adapted the same concept and campaign roll-out strategy with different influencers in Taiwan.
Thematic Video | Taiwan
Social profile picture for the influencers
We believe it is an excellent opportunity for the featured influencers to update profile picture on their social network. Therefore we produced a series of profile picture for them starring our hero product.
Behind-the-scene social video
To extend the conversation for the campaign, we also developed a behind-the-scene social video. Each influencer shared with us about his/her first impression of the SuperSonic.