Dyson
Reinvigorating Dyson’s social channels for more engaging conversations
As Dyson launched into increasingly diverse categories, its social media presence needed to be ramped up.
The brief was to increase engagement, through a more conversational tone.
We moved away from the language of engineering with an injection of humour that better reflected the creativity behind Dyson’s technology.
That included better integration of copy with film, use of emojis, plus hashtags and improved SEO for YouTube videos, to drive greater traffic.
Work
Tone of voice rework
Concepts
Social posts
Film scripts
SEO copy for YouTube
We increased the amount of content and number of posts we wrote six-fold, and adapted an entirely new, more playful tone of voice that built on Dyson's heritage and took the brand into completely new categories.
We told stories of our past and launched the latest tech. We also encouraged user-generated content, particularly on Dyson Hair, to showcase people using the technology independently of Dyson paid ads. The results were astonishing.
In the 12 months after changing the TOV:
The @dyson Instagram account grew by 150k followers to over 850k (now over 1m)
Dyson Beauty followers increased by 225k to 1.6m (now 2m).
We also launched Dyson Wear for audio-specific content.