BMP4004 Contemporary Marketing: Dyson V15 Vacuum Cleaner Campaign Plan

This portfolio presents a marketing campaign developed for the Dyson V15 Vacuum Cleaner, outlining specific SMART objectives such as increasing brand awareness, enhancing profitability, and improving customer engagement. The campaign plan details the use of various social media platforms including Facebook, Instagram, Twitter, and YouTube, along with the Dyson website, to attract attention, create interest, stimulate desire, and drive action among potential customers. Each platform's strategy is tailored to leverage its unique features, such as Facebook's video ads, Instagram's visual appeal, Twitter's concise messaging, and YouTube's demonstration videos. The portfolio also includes a reflection on the campaign's strategies, emphasizing the cost-effectiveness and wide reach of social media marketing. The report concludes that marketing campaigns are crucial for achieving organizational goals by enhancing customer engagement and fostering strong relationships between the company and its customers.

BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio

Contents
Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
While performing marketing activities, a business organization is require to create
marketing campaigns as it result in the increase in sales along with the profitability of
organization. The main purpose of marketing campaign is to spread the brand
awareness (Blumberg, P., 2019). The chosen organization for this report is Dyson
which is a multinational technology company founded by James Dyson. First
established in 1991 at Malmesbury, England. This report deals with the marketing
campaign of Dyson’s v15 Vacuum cleaner.
Campaign objectives
There are several objectives beyond the development of v15 vacuum cleaner of
Dyson and these objectives can be attained through marketing campaign. SMART
objectives are being developed by the business organization while working on the
marketing campaign. Below mentioned are the several objectives of marketing
campaign of Dyson v15 Vacuum Cleaner:
 To spread the awareness of Dyson v15 Vacuum Cleaner among the
customers within next 4 months.
 Enhance the profitability of organization by 12% in the time duration of next 6
months.
 Development of brand loyalty in the time duration of next 4 months.
 Increase in the engagement of customers on social media channels by 15%.
 Improving the buying conversion rate by 5% in the next 3 months.
 Improving the brand image of respective business organization in the market.
Measurement of success
In order to measure the success rate of marketing campaign of Dyson v15 vacuum
cleaner, the management of organization is required to adopt several measure and
some of them are given below:
 Increase in the number of likes, comments and shares of post on the social
media page of company.

 By measuring the fluctuations in the sales since creating and posting the
images and videos on several platforms of advertisements.
 The reviews of Dyson v15 Vacuum Cleaner from the several sources such as
magazine and newspaper.
 The management of Dyson will receive feedback from customers which they
will use to bring modification in the vacuum cleaner.

Campaign plan
Communication 1: Facebook
Attention: v15 Vacuum Cleaner of Dyson company is available in several colors and
the marketing campaign of Facebook include a small video of 10 seconds which is
attracting the customers. Through presenting the product in the different colors with
focusing on the advance technology of laser result in the creation of interest of users.
Interest: The management of Dyson is require to use effective and attractive
headlines while making several posts, in order to develop the interest of users
towards the vacuum cleaner. The respective business organization has also add the
link of their website through which the users can reach to the website of
organization. It is found as the best approach of creating the interest of customers in
time effective manner.
Desire: The headline of campaign of vacuum cleaner is highly effective as it suit the
requirements of customers. It result in the creation of desires of product in the mind
of customers. A particular market has been targeted for the specific product (Cabau,
2017). The Dyson company is using headline Laser Reveals Microscopic Dust. This
headline shows that the respective vacuum cleaner is including the advance
technology of laser for the purpose of cleaning the micro dust which leads to the
creation of desire of this product in the mind of customers.
Action:
Company is also adding link or show now option which helps users to reach to reach
to website of Adidas. User of Facebook can also comment, like and share of different
post of company and can provide positive or negative feedback about products of
company.

Communication 2: Instagram
Attention: The use of unique technology in the v15 vacuum cleaner can help the
management of business organization in the attracting the attention of customers
towards the product.
Interest: The company will also use some caption for their product which is required
to be personalized and help the management in creating the strong relationship with
their customer. The Dyson company is also providing several offers and discounts,
so that users take interest in the product. The images posted on the Instagram page
of company permits the customers to do comments which aids to create in the
interest of customers towards the product.
Desire: The Brand awareness can be enhanced through the use of several
Hashtags because several of Instagram users are using different hashtags. Several
of people are posting the pictures of v15 vacuum cleaner on the Instagram along
with several hashtags. The company is also reposting those post or pictures on their
own account (Cabau, 2017). It result in the creation of unique and attractive design in
the mind of customers as the happy customers are sharing their pictures and
feedback over the social media channel where several of users are seeing the post
and picture. It result in the creation of positive surroundings.
Action: The Dyson organization is also add the link of their official website, from
where the people can see and buy the product. By tapping on that link, the
customers will reach directly on the official website of organization. The users can
also share the post with their friends, family and their loved ones.

Communication 3: Twitter
Attention: Constant add on of technology in the vacuum cleaner of Dyson company
work as the eye catcher of customers for the organization as it attract the attention of
users.
Interest: The twitter post of Dyson include the caption “Laser Reveals Microscopic
Dust” help the management in creating the interest in the people of household to buy
the product as it result in the laser cleanliness (Chng, 2018). The Dyson company has
develop this product by targeting the people who do cleanliness of their home and
office by own.
Desire: The image also include the real picture of laser and vacuum cleaner which
can cause effective image in the mind of people and attract them to buy the product.
Action: the purchase operation of company can help the customers to reach at the
website of Dyson for buying the product. The customers can also provide feedback
and issues related to the product.

Communication 4: YouTube
Attention: By showing the effective use of vacuum cleaner with the use of advance
technology, the Dyson company can intrigue the users who are looking for the
equipment with advance technology.
Interest: The major aim of this video is to create awareness regarding the v15
vacuum cleaner of Dyson. Through this video, the users will get to know about the
equipment with the higher advancement of technology.

Desire: This video not only focus on the respective model of vacuum cleaner. But it
also involve several other varieties of vacuum cleaners, so that people can make
choice as per their requirements.
Action: The video of vacuum cleaner of Dyson also include several links from where
the viewers can get the access to see the products along with their features.
Through these links, the customers can make the purchase directly from the website.
Communication 5: Website

Attention: Dyson is well known company for the electronic items. The respective
business organization is designing several designs of vacuum cleaners with different
technology. The website shows the actual pictures and features of vacuum cleaner.
Interest: There are several vacuum cleaners are available in the market which are
made with the different technology. The website of Dyson result in the creation of
interest among the customers.
Desire: The website of Dyson provide the accurate information related to the
products to the customers (Wachowiak, 2018). The respective business organization
is manufacturing several electronic items.
Action: Through the website of Dyson, the customers can make purchase of
products. The management of business organization has also linked their website
through the other social media channels such as Facebook, Instagram, Twitter,
YouTube and many others.

Reflection on Campaign
The reflection is being used for the purpose of understanding the several
approaches adopted by the Dyson for increasing the sales of v15 vacuum cleaner. It
help the organization in brand awareness and profit. The respective business
organization is using several social media channels such as Instagram, Facebook,
Twitter, YouTube and many more. In order to develop the social media campaigns,
the Dyson company is using several platforms of social media because it is found as
the best manner of advertisement which can save the cost of company as well. It
also leads to the creation of brand awareness as it help the company in reaching to
the maximum number of customers. Most of people are spending time on different
social media platforms and the company can attract their attention through posting
the attractive pictures and images.
Social Media: During the development of campaigns of Dyson company, I use several
social media platforms as the source or channel of advertisement. It is the most cost saving
method of advertisement. The wider reach of these channels enhance the interaction of
customers and management. In simple words, it can be said that the use of social media
channels make possible for the company to reach at the wider section of people in the time
and cost effective manner. Digital marketing tool introducer diversification and result in
developing the social media as an important tool for the business organization.
Customer interaction: Facebook
Facebook is also found as one of the most important tool which is being used in several
parts of world. It also involve the app messenger and it help the management in interacting
with the customers through sending the important information related to products to the
customers. It also provide the opportunity to the Dyson v15 vacuum cleaner to active on
messages for 24 hours. It result in the development of effective relationship among the
customers and management. The Facebook campaign also result in the increase in the sales
of v15 vacuum cleaner.

.
Hashtags: Twitter and Instagram
Hashtags act the search tool as it help the users to find the post. These are the words which
are basically narrow down the searches on the several social media such as twitter and
Instagram as well. The Dyson company is also using several hashtags in the advertisement or
post of v15 vacuum cleaner with the advance technology of laser.
Conclusion
From the above report, it has been concluded that the marketing campaigns plays a
crucial role in achieving the organizational goals and objectives by increasing the
sales and profit of organization through enhancing the engagement of customers
and developing the relationship among the customers and management of
organization. There are several social media platforms which include Facebook,
Instagram, Twitter, YouTuber and many more and Dyson company is using these
channels or platforms in order to enhance the profitability and productivity of
organization.