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Social TOV rebrand
Client: Dyson
Work: As Global Head of Copy at Dyson, I'd already established the brand TOV for our marketing comms.
But we wanted to ramp up Dyson’s social media presence, particularly targeting Instagram, and YouTube, with specific channels for Dyson Beauty and Dyson Wearables.
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 also encouraged UGC, so Dyson owners could show us how they style, clean and listen.
In a year, Instagram followers of the @dyson account grew by 150k to more than 850k (now over 1m), while Dyson Beauty followers increased by 225k to 1.6m (now 1.9m).
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