Case Study: Dyson achieves 270% ROI lift with Hawthorne Advertising

Dyson boosts ROI 270% with Hawthorne Advertising

Dyson, a manufacturer of premium vacuums, faced declining market share for its DC59 and DC40 “Animal” models due to aggressive competitive advertising that challenged its products' technical superiority and high price point. The challenge was to halt this decline and compete effectively, leading them to partner with vendor Hawthorne Advertising to employ television as a new direct-to-consumer marketing channel.

Hawthorne Advertising's solution was to target pet owners willing to invest in a premium vacuum. They created testimonial spots in various lengths that resonated with this audience and recommended payment options to incentivize new customers. The results were significant, with the campaign delivering a 270% return on marketing investment and achieving a 35% lift in sales when the product went to retail.

Dyson