The Problem
Dyson knew that the fastest way to escalate brand impact was to drive word-of-mouth at scale with their core avatar: mums.
They understood that mum influencers shape buying behaviour, educate consumers, and create the advocacy required for mass-market momentum.
But Dyson didn’t always have the network, systems and consistent on-the-ground execution to activate mum influencers at scale. They needed a long-term solution to:
Dyson wanted to be the brand that owned this space.
Action Plan
Mumpower tapped into our extensive mum-influencer network to build Dyson’s presence, educate influencers deeply, and ignite ongoing word-of-mouth over a sustained period.
Across a 5-year partnership, the program included:
This was a long-term, structured system designed to increase confidence, drive hands-on endorsement, and fuel organic growth year after year.
Results
Dyson achieved long-term sustained impact, category dominance, and an army of mum advocates who shaped the brand’s competitive edge still strong today!
Became the #1 most endorsed vacuum cleaner online for years, driven by consistent real-mum advocacy.
A loyal pool of hundreds of trained, engaged advocates restricted competitive opportunities and strengthened Dyson’s market positioning.
Hundreds of influencer endorsements from influencers with collectively 9 million+ audience size, cementing Dyson as the trusted market leader.
“A lot of people base their buying decisions on the recommendations of various online communities. So it’s very important for us that our family-oriented product is out there and that we are able to explain the features and benefits to in greater detail. Being able to engage and helping them understand why they should invest in this technology was the real highlight for us.”
Dyson Spokesperson
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