pH7 Communications - New Product or Service Launch Campaign of the Year

Company: pH7 Communications
Company Description: pH7 Communications is an agile strategic communication agency in China. Founded in Shanghai and with a branch in Guangzhou, pH7 quickly adapts to new challenges and embraces new ideas. In the past two years, pH7 has been the recipient of over 15 awards for innovation in marketing communication.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - New Product or Service Launch

Nomination Title: Make Homes in China Healthier with Dyson's New 'Pure Cool' Air Purifying Fans

Specify the date on which this campaign or program was launched: Launched from March, 2021 and last till May, 2021

Reasons to initiate Dyson’s launch campaign

Consumers' air anxiety is piling up, but they know little about the air surrounding them.
-Most people spend an average of almost 90% of their time indoors. Affected by COVID-19, they are spending much more time indoors.
-Most Chinese people don’t have a clear picture of potential indoor air hazards, even though the eagerness towards cleaner air is there.

Challenges from the industry

The air purification industry in China is very competitive yet the industry standard is still experiencing the stage of development.

-Clean Air Delivery Rate (CADR) is so far the only national authorized standard in purifying industry, but it is not entirely developed to fit Chinese home scenarios.
-Competition became increasingly intensive due to the popularity of ventilation systems, meanwhile enormous copycats rapidly entering the market.
-Domestic brands are gaining preference among Chinese consumers with their low price and high performance based on the CADR standards.

Problems to solve in communication

Dyson hasn't built strong credibility of purification among Chinese consumers.
-As an international technology brand, general Chinese still have low reliability on Dyson’s air purification fuction.
-Dyson's new purifier is engineered for real-home scenarios. Its CADR performance is not the most outstanding comparing with some Chinese brands.
-Press attack still happens from time to time, to criticize Dyons’ high price with fairly low CADR performance.

Communication objectives to achieve

-Strengthen Dyson's pioneering image and vision in China as an air expert.
-Maximize the impact on Dyson technology to solve indoor air issues that others ignore.
-Elevate the 'Healthy Home' global concept landing in China.

Planning process with multi-dimensional strategies

Content strategy – creditable endorsement content co-creation to resonate why Dyson is the game-changer in the industry.

-Teaser - issue setting - to elaborate indoor air issues.
-Certified laboratory collaboration with strong experiment results.
-Expert endorsement to prove industrial meaning.
-Consumer’s White paper developed with the Chinese Academy of Sciences to further build credibility.

Media strategy – creditable media to maximize the awareness of indoor air issues and Dyson’s technology highlights.
-Popular science media to extend the coverage of Dyson’s knowledge.
-Top-tier tech media to endorse Dyson’s new technology breakthroughs.
-National media to raise the brand’s image as a leading expert.

Influencer strategy – cooperation with celebrities and influencers to establish a close relationship between Dyson and Healthy Home.
-Product seeding to top celebrity families to maximize the credibility and impact of Dyson bringing cleaner air.
-Core influencers from selective sectors to drive mass discussion on Healthy Home.

Some sparkling ideas to make our campaign unique and creative

Develop Dyson’s in-depth educational content with creative visuals.
-Content delivery via vivid illustrations and humorous language to create outstanding an impression on consumers.

Incorporate local culture into communication.
Cooperation with a local health TV program (famous for its dialect reporting) to successfully draw local audience’s preference.

Activities derived from our strategy

Creditable Tech Content Delivered by National Media
-Media secret briefing and to build high anticipation.
-National media and influencers to impact volume in new peak.
-Top-tier tech media product review to highlight the breakthroughs.

Pioneering Story Maximization
-Tongji University lab and Indoor Air Expert – Dr. Xu Bin endorsed Dyson’s irreplaceable pioneering technology.
-Elaborate Dyson’s leading position by top tech media/influencers and national news portals on POLAR testing (a purification testing standard developed together by Dyson and CHEARI, China Household Electrical Appliance Research Institute).
-Industrial forum to present Dyson’s efforts in indoor environment education.

Elaborate Healthy Home with seasonal scenarios
-Brand-owned Healthy Home narrative amplified with seasonal topics.
-Government media and national news portals’ elaboration on Dyson’s Healthy Home endorsed by industry professionals.
-High-profiling seeding exposure via celebrity families and local landmark.
-UGC social discussion on Healthy Home.

Put Dyson into spotlight with concrete results

Campaign overall reach
-Within a month, Dyson’s new technology debut obtained wide attention with 5,293 media and social coverages, achieving over 10.5 billion effective impression reach.
-The new technology breakthroughs and Dyson’s Healthy Home narratives made the headlines. And Dyson has maintained the NO.1 share of voice in the industry since the new product launch.

Dyson reinforced the brand’s pioneering image as a leading air expert
-The media articles mentioned the Healthy Home indoor environment concept and endorsed Dyson’s contribution to engineering-intelligent purification technology that valuable to Chinese families, as well as the whole industry.