Case Study

Case Study / dyson


‘Creating a category onto itself’

In 2016, DKC was retained by Dyson to help reposition and change the perception of the company from a high-end home appliance company into a technology-led smart wellness and global beauty brand through the launch of the Dyson SupersonicTM.

In late 2019, DKC orchestrated Dyson’s second innovation into the beauty category with the global launch of the Dyson AirwrapTM.

Utilizing a global embargo, executing a targeted briefing strategy for long and short lead editors, and utilizing their innovation center in the United Kingdom, DKC was able to secure a frontpage story in the NYT Style Section, The Today Show, Mashable, Elle, InStyle, Allure, Fortune, US Weekly, Wired and Cosmopolitan.

In addition to the effective media strategy that was developed and executed, DKC worked with Dyson to produce an event for the US launch of the revolutionary Dyson AirwrapTM. At the event, Sir James Dyson unveiled the new gadget himself, along with the help of celebrity hair stylist and Dyson’s brand ambassador Jen Atkin and Jon Reyman. The attended by media such as, E! News, Forbes, Fortune, Huffington Post, PopSugar, Refinery29, US Weekly, WWD and more.

Return on News

Return on News


Million press impressions for the launch


Week within launch for the Dyson Airwrap™ to sell out globally


Person waitlist as a result of the launch