Dyson was to launch the new HP02 in China, and aimed at convincing young affluent mid class Chinese that Dyson air treatment products create top-class air environment, especially for family with children.

As the audience are not technical savvy, other than a classic hi-tech style video to tell the story, Dyson would like to capitalize the popularity of parenting reality shows to promotes its air treatment products and build up relevance and resonation with audience.

However, the budget was constrained and not enough for expensive sponsorship or placement.

We co-created with Ms Jia Jingwen two home video styled clips, showing her enjoying family time with her young daughter in their modern apartment, where Dyson air treatment products are smoothly placed in the environment and producing purified air. We intentionally used first person’s view to bring audience a closer look into her family life and more authentic experience.

Ms Jia Jingwen and her husband Xiu Jiekai, also a celebrity actor, posted two home video clips to the leading social platform Weibo, and clips immediately won enormous attention.

Leading news apps’algorithms detected the trending video, picked up the content right away and pushed it to millions of users.

The videos were even picked by national TV stations as ‘celebrity news’.