The high-quality and highly functional Dyson Airwrap Hairstyler should be presented as the ideal solution for all hair types and desired looks. The innovative technology and special features of the product should be the focus of this campaign.
In a product-focused advertorial campaign, the logic of linear storytelling was fully applied: The various functions and advantages of the Dyson Airwrap were briefly described in the text, but most of the “explanation work” was carried out in formats such as videos and slideshows, which were integrated into a coherent story.
The challenge of explaining the technology in an exciting way and thus highlighting the advantages of the product was successfully mastered. Not only were the dwell times and engagement rates remarkable, but also the performance of the advertising media was excellent.
The Dyson Airwrap is a unique product with countless different functions. Our goal was to make them as detailed and exciting as possible for the reader. The multimedia design of the campaign made this a great success.
Elisabeth Skarits, Digital Marketing Manager, Dyson Austria