Bespoke Marketing × Dyson Vietnam (Central Group/CMG)

NDA Notice: Campaign timing and certain figures have been obfuscated and/or adjusted for confidentiality. All performance numbers herein are indicative and consolidated at the portfolio level. Brand guidelines, product names, and partnership structure (Dyson distributed by Central Marketing Group Vietnam) are kept accurate.

Executive Summary

Dyson Vietnam, distributed by Central Marketing Group (CMG), engaged Bespoke Marketing to unlock growth across hero SKUs (e.g., Airwrap™ multi‑styler, Supersonic™ hair dryer, V‑series vacuums, Purifier range) while protecting pricing integrity and brand equity. We deployed an omnichannel growth system that fused full‑funnel media, influencer/creator advocacy, SKU‑first merchandising, and CRM & conversion design. The result: significant uplift in qualified traffic, conversion, and revenue at improved ROAS and lower CAC (figures sanitized per NDA).

Business Challenge

  • Category dynamics: Premium pricing and long consideration cycles; competition from gray‑market imports.
  • Commercial objectives: Scale revenue on hero SKUs, lift Branded Search SOV, and increase repeat purchase via CRM without discount dependency.
  • Operational guardrails: Global brand safety rules; MAP/price integrity; limited retail inventory windows.

Objectives & KPIs

Primary

  • Revenue growth on hero SKUs vs. rolling baseline
  • ROAS and CAC improvement vs. prior period benchmarks
  • CVR uplift on PDPs and landing paths

Secondary

  • Branded Search SOV & organic lift
  • Lead quality and repeat purchase rate via CRM
  • Brand lift (ad recall, consideration)

Audience & Insight

  • Core 1 (Beauty‑led): Female 24–44, salon/beauty enthusiasts, values hair health and time saving.
  • Core 2 (Home‑led): Households 28–45, hygiene‑focused, tech‑savvy, willing to invest in durable premium devices.
  • Key insight: Consumers rationalize premium outlay via visible science (technology) + daily utility (time saved) + peer proof (creator and salon voices).

Strategy: Four Pillars

  1. Full‑Funnel Media System
    • Awareness: Online video (short‑form), high‑impact placements, creator whitelisting.
    • Consideration: Search (brand & NBR generic), Shopping, Performance Max (SKU feed‑led), retailer co‑op where applicable.
    • Conversion: Retargeting by product intent signals; sequential messaging with feature‑to‑benefit storytelling.
  2. Creator & Advocacy Engine
    • Salon KOLs & beauty creators for Airwrap™/Supersonic™; home care creators for vacuums/purifiers.
    • Modular UGC library → feed always‑on and retargeting with authentic proof points.
  3. SKU‑First Merchandising & UX
    • Decision‑aid landing pages: comparison blocks, hair‑type or surface‑type guides, filterable bundles.
    • Offer design without discounting: value‑adds (workshops, extended service communications, accessory education).
  4. CRM & Conversion Design
    • Micro‑conversions: quiz/guide downloads, in‑store demo RSVPs.
    • Lifecycle flows: pre‑purchase education, post‑purchase onboarding, accessory attachment, review/UGC prompts.

Execution Highlights

  • Creative System: 6× modular concept families, each with 15–30s cuts and statics; science‑backed hooks (“measures micron‑level dust,” “intelligent heat control”), social proof, and ritualization (morning routine; quick clean‑ups).
  • Channel Mix: Meta (prospecting/retargeting/whitelisting), TikTok Spark Ads, YouTube Shorts/TrueView, Google Search & Shopping, GDN for sequential retargeting.
  • Retail/O2O: Appointment‑based demos and event amplification; store locator + geo‑retargeting.
  • Brand Safety: Negative lists, placement curation, creator vetting; price‑integrity checks.

Measurement Framework

  • Attribution: Platform + MMM‑style triangulation; blended ROAS target; CAC by SKU line.
  • Experience metrics: PDP CVR, time‑to‑purchase, assisted conversions, add‑to‑cart rate.
  • Brand: Lift study (ad recall/consideration), Branded Search index, SOV.
  • CRM: Lead quality (MQL→SQL), repeat purchase rate, NPS signals from onboarding emails.

Results (sanitized/indicative)

  • Revenue: +62–78% vs. rolling baseline on hero SKUs.
  • Efficiency: ROAS 3.8–4.5× (↑ vs. prior period); CAC −22–30%.
  • Demand: Branded Search SOV ↑ 2.1–2.6×; PDP CVR ↑ 35–50%.
  • Brand: Ad recall +7–11 pts; consideration +5–8 pts (brand lift study).
  • CRM: Repeat purchase rate ↑ 18–24% within observed cohorts.

Note: Ranges reflect aggregated categories and are adjusted for NDA compliance.

What We’d Do Next

  • Expand accessory attachment programs (bundles, education triggers).
  • Scale creator whitelisting with performance guardrails.
  • Deepen first‑party data modeling for higher‑intent lookalikes.
  • Introduce post‑purchase content (care/maintenance) to extend LTV.

Team & Stack

  • Bespoke Marketing: Strategy, Creative System, Media Ops, Analytics, CRM flows.
  • CMG/Dyson: Brand stewardship, retail operations, inventory windows, legal/compliance.
  • Tools: GA4, GAds, Meta/TikTok Ads, product feed/PMax, CDP/ESP, Brand‑lift studies.

Credits

  • Client Partner: Central Marketing Group (Dyson Vietnam)
  • Agency Partner: Bespoke Marketing