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Spread our message of ‘The Pursuit of Perfect Sound’
Position ourselves as the most premium audio brand in India
Better sound leads to deeper emotions, that is what we want to be known for
Programme focus shifted from awareness in Indian market to focus on different strategies for two TGs
For #1: The key objective was to increase awareness about our products. The focus here were value for money products
For #2: The key objective was to educate consumers about the variety of Sennheiser headphones and prompt them to upgrade. Premium products were the primary focus here.
Establish width and depth by utilizing popular channels like Facebook, Twitter and YouTube
Build awareness about Sennheiser via creating engagement opportunities with real consumers
Momentum headphones – a Premium product was launched in collaboration with Influencers
Momentum was seeded with 30+ influencers (journalists, audiophiles). Their experiences were shared in creative formats.
Strategy was based on the purchase funnel for different user segments
Build the programme via different personas, products and usage
Maintain the premium imagery
Create precise targeting for different TG, cities, geo-targeting content, tapping into aspirations
Tap into the professional segment especially the amateur bands and professionals, we created a series called ‘Pursuit of Perfect Sound’ with the Sennheiser artists where the key focus was to share their stories of stardom and where Sennheiser comes in
Studied user behaviour to segment the TG into:
Intender; Customer; Superpromoter; Audiophile; Experts; Media
The content strategy now also takes into account the four pillars: persona, price, usage and situation (of usage)
Topical events for real time marketing leveraged effectively
Post the first year of the programme, we saw a jump from 4 to 12% in brands awareness according to a Sennheiser commissioned study
Sennheiser was consistently rated the ‘most vibrant brand’ in comparison to Bose, Philips, Beats by Dr. Dre, JBL, Sony and Skullcandy in a study of social mentions (Brand Vibrancy Index measures a brand’s sentiment score vis-à-vis its competition)
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