THE CHALLENGE: get people to care about product innovation even if it didn't have a "Dyson" name attached to it.

THE APPROACH: With a small social media budget, Raul and his team decided chasing innovation was a lost cause. Consumers were being sold on reinvention, but at the very same time, there were significant numbers to show displeasure and underwhelming satisfaction with the very same Dyson products. BISSELL needed a way to reach these people, but at the same time speak to a broader audience about the power of their vacuums. These potential consumers needed to believe in BISSELL products. They just didn't have a reason to.

So we gave them a reason.