Beats Audio
Sector of activity :
Lifestyle
Type :
Challenge :
Helping an American company launch its audio headsets on the French marketApproach :
Organizing a product testing campaign with famous brand ambassadorsResults :
More than 100 articles published over a period of 6 months
Challenge
Launching a new American player with resource constraints on the crowded audio market in France.
Approach
We had to adapt our strategy to two major elements: the high price and the small number of Beats Audio headphones we had.
We chose a high-end positioning, skipping the technical aspects to focus on design and lifestyle, in contrast to traditional communication on this type of product. Our priority targets: lifestyle and fashion media, as well as mainstream audiovisual media.
We sent a few hand-picked ambassadors some Beats Audio headphones ; the operation was a great success when Thierry Henry wore headphones around his neck during the 2010 Football World Cup.
The system was completed by the organization of many happy hours with bloggers to encourage them to take the product in hand.
Results
Beats Audio has become, in less than 2 years, the 4th brand of headphones on the market.
More than 100 articles obtained in 6 months in the national and mainstream press: Elle, Closer, Stuff, Têtu (on the cover), Glamour, Femme Actuelle, 20 minutes, Metro, A nous Paris, GQ, Balthazar, etc.
10 TV appearances including: Le Petit Journal and the morning show on Canal+, Télé Matin on France 2, Game One…
