Leveraging Consumer Insights to Build Brand Preference for the Dyson Airwrap
Objective: To create a marketing plan to ensure successful launch of the latest Dyson Airwrap
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Presented on: June 2022
Project Summary
Our group surveyed middle class women from working millennials to 40s to understand hair styling preferences, habits, and usage behaviour.
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Based on our results, 60% of consumers place the most importance on quality and visual results of using hair styling tools, and 70% are influenced by informational and social sources when it comes to selecting the most suitable hair styling product.
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We came up with a marketing strategy that addresses all stages of the customer journey. The goal was to create emotional association and promote self-confidence through:
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Awareness: Showing commercials of ordinary women using the product to portray Dyson as a symbol of self-empowerment
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Consideration: Planning a pop-up event to showcase the long-lasting results the Airwrap delivers through live demonstrations
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Purchase: Engaging relatable influencers to create content on using the Airwrap to gain trust in the brand and induce conversion
