DYSON BRANDED ENTERTAINMENT CONTENT DISTRIBUTION BREAKTHROUGH ON DIGITAL AND SOC

TitleDYSON BRANDED ENTERTAINMENT CONTENT DISTRIBUTION BREAKTHROUGH ON DIGITAL AND SOC
ClientDYSON
Product / ServiceDYSON AIR TREATMENT PRODUCTS
CategoryA13. Excellence in Audience Engagement & Distribution Strategy
EntrantINSPIRE ADVERTISING & COMMUNICATION CO., LTD Shanghai, CHINA
Idea Creation INSPIRE ADVERTISING & COMMUNICATION CO., LTD Shanghai, CHINA
Media Placement INSPIRE ADVERTISING & COMMUNICATION CO., LTD Shanghai, CHINA
Production INSPIRE ADVERTISING & COMMUNICATION CO., LTD Shanghai, CHINA

The Campaign

Through social listening we discovered people love content of celebrities’ family life. Among all, big data study shows actress Ms Jia Jingwen and her young daughter is one of the most popular ones. So we co-created with Ms Jia Jingwen two home video styled clips, showing her enjoying family time with her young daughter in their modern apartment, where Dyson air treatment products are smoothly placed in the environment and producing purified air. We intentionally used first person’s view to bring audience a closer look into her family life and more authentic experience.

Creative Execution

We co-created with Ms Jia Jingwen two home video styled clips, showing her enjoying family time with her young daughter in their modern apartment, where Dyson air treatment products are smoothly placed in the environment and producing purified air. We intentionally used first person’s view to bring audience a closer look into her family life and more authentic experience. Ms Jia Jingwen and her husband Xiu Jiekai, also a celebrity actor, posted two home video clips to the leading social platform Weibo, and clips immediately won enormous attention. Leading news apps’algorithms detected the trending video, picked up the content right away and pushed it to millions of users. The videos were even picked by national TV stations as ‘celebrity news’.

Total 25 millions of video viewership and 100 million news impressions, equaling 10 million RMB of media value at 0 cost of media buy. When the videos were posted by Ms. Jia Jingwen on Sina Weibo it immediately won enormous attention. Fans know it is an advert but still loved it because of its attraction. The video viewership soared and hitting the most searched topic of Sina Weibo on that day. The videos were picked and landed on multiple leading news apps, news portals and even national news TV station, without any media investment.

This case demonstrates smart branded content can fly with $0 paid media. With help of social listening and big data study, we identify the great momentum of certain celebrity parenting content, which matches today’s users’ taste and can utilize media platforms’ working mechanism to earn great media value. We build branded entertainment content accordingly and distribute it for free via social media and video site to allow it fly itself across social media and news platforms.

Our strategy is to smartly build content that tailored to today’s users’ taste as well as media platforms’ working mechanism, steer it towards the desired direction and let it fly itself. We used social listening and big data study to understand audience's content preference, and create accordingly the content that not only wins broad attention on social media, but also favored by news apps that pushing customized popular content basing on people’s interest.

Credits

Name Company Position
Giso Zheng Inspire Advertising & Communication Co., Ltd Creative Director