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Sennheiser
Sennheiser
Task
Phase 1:
- 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
Phase 2:
- 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.
Recommended Strategy
Phase 1:
- 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.
Phase 2:
- 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
Content Strategy
- 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
- Building on user recommendations and experiences by putting them in the centre along with the products via Me and My Sennheiser or Sound Mavens
Impact
Programme Highlights
- 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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Programme Objective » « What we did
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