Since engineering their first vacuum cleaner which revolutionised the consumer technology market, Dyson has continued to innovate, bringing more and more cutting-edge solutions to floor, environmental and hair care. Our goal? To strengthen the media presence of Dyson’s most recent product launches during the Black Friday and Christmas news cycle, positioning them as ideal objects of desire for gift-giving or for treating oneself.

Canela focused on pitching content for bazaars as well as offering product reviews to leading lifestyle and technology media outlets. In addition, we sent a breakfast and a special edition of a personal care product as a Christmas gift to selected journalists from major fashion and beauty magazines. Through these actions, we achieved over 60 media impacts in lifestyle titles such as Vogue, Elle, Cosmopolitan and Hola! as well as in the technology sections of newspapers such as Expansión and El Economista, reaching an audience of 180 million people.

Activating Black Friday and Christmas campaigns

As well as promoting new launches, we took on the task of communicating one of Dyson’s most important corporate initiatives: the James Dyson Award 2020. By spreading the word about the project and its winner, the Spanish scientist Judit Giró, we achieved more than 70 media impacts, most of them in Tier 1 Media such as El País, Europapress and Marca. We also managed interviews with Judit in 20 Minutos, Saber Vivir, Onda Cero, Cadena Ser and TV programs such as RTVE’s Zoom Net or TV3’s Tot Es Mou. Altogether, we reached an audience of more than 198 million people.