Introducing Dreame X40 Ultra

Campaign Overview

Dreame makes robot vacuums and cordless cleaning appliances. It runs its regional launch giveaways on launches.dreame.co.nz, a domain that has hosted campaigns for both Australia and New Zealand. The largest of them celebrated the Australian arrival of the X40 Ultra robot vacuum under the headline "Introducing Dreame X40 Ultra", with the sub-headline "Celebrate the launch of Dreame X40 Ultra in Australia with us! Enter now for your chance to win one of three units!"

The campaign ran for just 12 days, from June 28 to July 9, 2024. The page recorded 202,363 page views and 14,866 sign-ups, of which 12,060 confirmed their email. Entrants completed 15,421 bonus actions, and the most common one was a visit to Dreame's own website.

It was one of five Dreame launch campaigns on the domain, which together collected 51,910 sign-ups and 40,272 confirmed entrants.

Campaign Strategy

The prize was the launch. Three winners would each receive an X40 Ultra, so every entrant learned the product name before they could win it, and the contest copy leaned into the upgrade: "Get ready to amp up your cleaning game." Offering three units instead of one tripled the number of winners without adding a second product to explain.

Confirming an email earned 10 points, and the bonus tasks moved entrants from the page to Dreame's owned channels:

• Website (50 pts): visit the Dreame Australia official site.
• Launch video (50 pts): watch the X40 Ultra video on YouTube.
• Social (50 pts each): visit on Facebook, visit on Instagram, subscribe on YouTube and follow on Pinterest.
• TikTok (100 pts): follow on TikTok.

The tasks were worth 400 points in total, 410 with the confirmation bonus.

Viral Mechanics & Growth Engine

Each referred friend earned 100 points, as much as the highest-value task and twice any other. A robot vacuum is an easy prize to share with a housemate or family member, and every referral counted for twice as much as a typical follow.

The official site visit was the most-completed task by a wide margin, with 4,007 completions, about a third of confirmed entrants. That is the task closest to a sale: it put entrants on the product page during launch week. It was followed by 2,877 Facebook visits, 2,742 Instagram visits and 2,506 launch video views, then 1,596 YouTube subscriptions and 1,274 Pinterest follows.

TikTok was the outlier. At 100 points it was worth double any other task, yet it logged the fewest completions, 419. Higher points did not move entrants onto a channel they were less likely to use.

Results & Impact

• 14,866 sign-ups, of which 12,060 confirmed their email (81%).
• 202,363 page views, about 14 for every sign-up.
• About 1,239 sign-ups a day across the 12-day window.
• 15,421 bonus actions, led by 4,007 official site visits and 2,506 launch video views.
• Five campaigns on the domain with 40,272 confirmed entrants in total.

At 12 days, the X40 Ultra campaign ran well short of the three-week A1 and five-week L20 Ultra launches and still drew the most entrants. The L20 Ultra launch, from August 20 to September 25, 2023, drew 9,995 confirmed entrants. An earlier official Australian launch competition, giving away five Dreame Bot L10 Pro robot vacuums and five V11 cordless stick vacuums, drew 9,600. The Robotic Mower A1 launch, from March 22 to April 12, 2024, drew 5,643, and a New Zealand edition of the X40 Ultra giveaway added 2,974.

Why This Strategy Works

A launch giveaway turns curiosity into a list. People who enter to win a new robot vacuum are, by definition, people interested in a new robot vacuum, and the task list walks them from the entry form to the product page, the launch video and the brand's social channels while the launch is still news. A short window keeps the energy concentrated in launch week instead of spreading it thin.

Dreame's series shows the format is repeatable. The same page structure carried the L10 Pro, L20 Ultra, A1 mower and X40 Ultra launches across Australia and New Zealand. For consumer electronics and appliance brands that release new models market by market, this is the template to copy.

Key Takeaways

1. Make the new model the prize. The giveaway and the product announcement were the same page.
2. Give away more than one unit. Three identical prizes tripled the winners without diluting the message.
3. Send the first click to your own site. The website visit logged 4,007 completions, more than any social task.
4. Put the launch video in the task list. A 50-point watch task logged 2,506 completions.
5. Keep launch windows short. Twelve days produced the largest campaign in the series.
6. Test whether extra points move a weak channel. TikTok paid double and still drew the fewest completions.