We’ve experienced our fair share of sexy brands pushing their sexy products our sexy way. The obvious culprits are usually cosmetics companies and fashion houses, showcasing the latest in sartorial style and highlighters so bright they could land planes.
We didn’t think there was space for anyone else to enter the game…. until Dyson shifted our paradigm forever.
Yes, you heard right, Dyson. Famous for its filter-less vacuum technology, the company has been at the forefront of tech-savvy home appliances since its inception in 1991. That was pretty much all they were known for, until their latest offering added beauty appliances and killer social media skills to their repertoire.
Their social media and content strategy has managed to completely win us over. Here are 5 reasons why:
1- They Know Us
Like the boyfriend you’ve always wanted, Dyson listens and pays attention to the audiences they’re targeting. As if gifted with an intuitive ability to read people’s inner machinations (or just thanks to a really well-developed buyer persona), Dyson knows exactly where to find audiences that will love their products and the types of ads that will speak directly to them.
There isn’t even a tinge of sexism to their targeting (insert women and vacuum cleaner jokes here, “haha” 😒). Most of their adherents are women, but there’s more to it than that.
In fact, being part of the cross section advertised to is almost empowering, as Dyson targets individuals who are not only after high-quality products but those who represent the intelligent, solid income earner, keen to invest in artfully constructed technology to last a lifetime. That’s us – not the flippant consumer!
2 – They’re Luxurious
We already know Dyson products suck, but apparently, Dyson blows too… in a good way!
A key release that caught our eye was their range of humidifiers. One, in particular, is their bladeless fan that is also an air purifier and a humidifier. The machine’s filtration system captures 99.97% of particle pollution, destroying everything from pollen and mould to gases such as formaldehyde and benzene from the environment. The item is exquisitely made, with its distinguishable white and gold detailing. The best part? Its triple function of humidifying, purifying, and cooling can be achieved with a remote, Dyson Link app, or voice command. Yes, its pretty hefty price-tag is justified.
3 – They Pursue Environmental and Social Initiatives
Not only does Dyson appeal to luxury markets, but they’re reeling in millennials with a passion for environmental and social welfare. They know what the people care about. The James Dyson Foundation not only invests in the science of their products but also “provides funds, materials and mentorship” for budding inventors who want to better the planet but don’t have the means to do so.
Of particular note is the James Dyson Award which has helped fund projects like prosthetic legs for amputee mountain climbers and bio-reactive expiry labels for food! The 2020 winner of such a prestigious award was Judit Giró Benet, who created The Blue Box, a point-of-care biomedical device for pain-free, non-irradiating, non-invasive, low-cost and in-home breast cancer testing.
Dyson isn’t just another company out to make a profit. It is showing the world that they’re concerned with sustainability, innovation and making people’s lives better through the power of giving inventors a chance.
4 – They Hit us with the Science
Dyson’s appeal is also partly down to the brand’s ability to make their scientific methods accessible as well as exciting. When you watch one of their ads, you’re not just watching a vacuum suck some dirt (how boring!), you’re watching a piece of futuristic tech that took months to develop and will revolutionise how you live.
The sheer effort that goes into creating each masterpiece is half of the appeal, while the vision it provides of how it can enhance your busy millennial lifestyle sells it.
Deal closed – take my money, Dyson!
Our favourite is “found footage” ad that Dyson created for their air purifier come air conditioner, the Dyson Pure Cool Link Purifier. Not only does the footage showcase a female authority in her field (appealing to intelligent female consumers), but it reveals exactly what it does and how much you need it.
With Dyson sales reaching a record high of £13.8 billion in 2019, the numbers have seen a steady incline due to the company’s successful foray into the Asian market, particularly due to increased awareness of air pollution caused by combustible engines.
5 – An Investment Appetite
Lastly, Dyson’s clever use of social channels has positioned it as a brand of the future. With a tone of voice and content offering that exudes innovation and environmental accountability, the brand is illustrated as a company whose longevity is as certain as the working life of their products.
Since day one, the company has taken risks and dared to challenge the status quo, going so far as to invest £2 billion into designing an electric car that was set to be released in 2021. The chief ambition was to solve the air pollution crisis and provide up-skilling opportunities for the emerging electric vehicle market. Alas, despite all efforts, it was not to be. The company founder, Sir James Dyson, released a statement in October 2019 expressing that his electric car project was not ‘commercially viable’, and instead his company would concentrate on the battery technology that was used in said car. Unperturbed, Dyson pivoted and identified other significant opportunities where they could invest their money, such as vision systems, robotics, machine learning, AI and other fundamental technologies.
With a plethora of other projects in the works, as well as a long-term vision for both the company and the planet, Dyson is without a doubt a company of the future, enhancing its overall appeal to the modern millennial market that has grown to love the spirit backing the brand.
With more and more of their social campaigns finding themselves in front of the right people, the success of the company is sure to achieve both financial gain and public support.
Get ready: Dyson’s about to clean up the competition. With a powerful social media strategy, you can, too.
