Campaign Teardown

Campaign Teardown: How The Dyson Airwrap Became a Viral Holiday Gift 

By Editorial Staff

If you search #dysonhairwrap on TikTok, you will be met with a seemingly endless amount of content relating to its praise. While a few of the content videos featuring the Dyson Airwrap are posted by sponsored creators, the vast majority are just people who love their Dyson Airwrap and want to show it off. Recently a Dyson employee responded to this plethora of tutorials given by inexperienced individuals in a sassy TikTok tutorial which gained over 8 million views, 1 million likes, and ten thousand comments in under a week. This level of interaction on product featured content is a dream come true for companies. 

@jovialjackiehair

Vito demonstrates the #dysonairwrap from #wethair to #perfectcurl #dyson #curl . dysonairwrapcurl. #dysonairwrapturorial

♬ Love Grows (Where My Rosemary Goes) – Edison Lighthouse

The Road to Becoming Viral

With any product, the first step is to look at the target audience. In the case of the Dyson Airwrap, this would be “working women between 25-35 years old with disposable income” and “all hair types.” Now that the market is defined, campaigns can be run across media sources.

The Dyson Airwrap is incredibly aesthetic and fast. It can curl hair almost all by itself utilizing the Coanda effect. This combination of features paved the way for a multitude of creators on TikTok to showcase its capabilities and produce over 1.1 billion views of content with #dysonairwrap. The result of this product going viral is huge profits for Dyson. The Dyson Airwrap has almost completely sold out during this past holiday season despite its being on the market for 3 years. 

@haleypham

Testing out the dyson air wrap 🤩 #dysonairwrap

♬ Bach Concerto in a Minor for Violin – Classical Music

The Dyson Airwrap Complete appears to have surpassed the Revlon One-Step Hairdryer & Volumizer Hot Air Brush as the most popular hair tool on TikTok (though the latter remains quite popular). The Dyson Airwrap Complete is one of the most sought-after hair tools, not just because of its excellent performance, but also because of its high price. The full package costs $549, making it one of the more expensive hair products.

This price point has caused some to create comical content criticizing and questioning the product’s value, but more so, it seems to earn the product a more coveted place in consumers’ minds. According to thousands of evaluations, 82 percent would suggest it to a friend.

@femalelife

Is this how to use dyson!?#dysonairwrap #dyson #hair #olaplex #dryinghair #beauty #hack #f #fyp #xyzbca #xyzcba

♬ sonido original – Estados Whatsapp

TikTok’s consumer influence is almost unprecedented. Check out some of the biggest purchasing trends here.

Dyson Hair Products Timeline

  • 2012: Dyson engineers began researching hair care and invested £50 million in the creation of Dyson’s first hair tool. Dyson engineers discovered that if air was taken into a motor and accelerated over an annular aperture, a powerful airflow could be achieved
  • 2016: The Dyson Supersonic hair dryer was launched. This is the iconic ring-shaped head that can only be recognized as Dyson’s first-ever hairdryer. Since the 1960s, the basic model and technology of the simple hairdryer have remained mostly unchanged. Traditional hair dryers are sluggish to dry because they have poor airflow and are powered by hefty motors. To address this issue, Dyson developed the Dyson digital motor V9, an eight-times quicker motor than traditional hair dryer motors.
  • 2018: The Dyson Airwrap styler was released, changing the format of traditional styling tools once again. What makes this tool so revolutionary is its utilization of the Coanda effect, a phenomenon in aerodynamics. When air is pushed at the correct speed and pressure, it will naturally follow a neighboring surface, sucking up the air around it. The hair is drawn to the barrels by the airflow, which encourages hair to wrap itself around the barrel and curl it using the air vortex.
  • 2020: Launch of Corrale hair straightener. Rather than using the classic tourmaline or ceramic plates typical in most straighteners, the Corrale uses magnesium copper plates that flex and bend around a section of hair. This straightener also uses new technology that measures its own heat about 100 times per second to prevent heat damage. 

**Dyson, one of the UK’s top technology companies, has benefited from an expanding Asian customer base, which in 2019 accounted for more than half of the company’s revenue.

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Dyson Profits

Because Dyson doesn’t disclose sales numbers as a private company, it is hard to gauge exactly how much the Dyson Airwrap profited. However, we can view James Dyson’s net worth over time and see that his net worth has increased 60% to 9.7 billion this past year. Even amidst the pandemic, the company is thriving. James Dyson is now the 234th richest person in the world.

Another reason why Dyson is able to maintain such a high price is due to its strong reputation as a company. Dyson’s engineering career has been centered around a love of airflow technology since the beginning. In 1993, the DC01 was the first vacuum showcasing Dyson’s pioneering cyclonic technology.

@glambyflo

It only took me 2 days to figure out how to use it…😅 #dysonairwrap #hair #curlyhair #hairtutorial

♬ … is sweaty – Yoshikell

Over the years, Dyson has developed more machines using this technology. He expanded into fans, purifiers, hand dryers, washing machines, and most recently the Dyson hair care line, which uses airflow and lower temperatures to achieve the same styles while reducing the reliance on heat to maintain hair health. We now see Dyson products in many facets of our lives, it is a trusted brand known for its innovative technology.

Want to take a note from Dyson and market by creating a trend? Read more about starting a trend on TikTok here.

Final Thoughts

The base of sales is gaining audience attention. Over the years the marketing process has evolved from word of mouth to printed media, to billboards, TV commercials, and now back to word of mouth with influencers. Once purely seen as an entertainment platform, TikTok has proven to be an incredibly powerful marketing tool.

TikTok has over 1 billion users and was the most downloaded app in 2020 and 2021. Possibly the most impressive thing TikTok boasts is its engagement rate, which is over 4 times higher per post than Instagram. Clearly, TikTok is not going anywhere soon, companies and individuals should definitely try to utilize this platform for marketing. The Dyson Airwrap is only one product that has seen incredible success paired with its viral trend on the app, and it will not be the last.

This article was written by Kiana St. Onge

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