Bang & Olufsen (B&O) is a high-end brand of premium products that positions itself as the go-to brand for Design & Music Lovers.
They wanted to drive consideration and purchase intent for their exquisitely crafted and superior performing wireless headphone range, Beoplay.
And they needed musicians with influence to show the audience how they integrate B&O headphones into their lives.
In researching more about the aspirational audience we learnt that it would be key to appreciate that:
They take considered choices.
They want simple, elegant solutions without complexity.
They care about quality (sound & materials) and design (aesthetics).
Buyers choose B&O for sound quality and longevity.
Young buyers, especially, recognize B&O’s quality.
The products already satisfy these criteria so we had to ensure that the messaging did too.
And, as a multi-market campaign (US, UK, Germany) we had to SHOW the products in the various use-cases.
To do all of the above we needed to get the message across using trusted sources, by people like them, for people like them: musicians and creators.
Creators whose opinions matter, whose expertise on sound is trusted, and whose storytelling would be music to our audience’s ears.
IDEA
My B&O, My Story. The unique story and journey of each creator, exploring how their profession, craft and passions have been accompanied and enabled by Bang & Olufsen.
From audiophiles and music lovers who are long standing fans of the brand to the emerging artists who are experiencing B&O headphones for the first time, both professionally and in their personal lives.
Always showcasing the main differentiators of B&O’s headphones - longevity and sound quality.
EXECUTION
We partnered with six creators: audiophiles, singers and artists. Three of our collaborators laid new music over their content to make their videos extra exclusive.
Instagram was our channel of choice as the home of aspirational and interactive storytelling where. It’s where users find aesthetics they love and 83% of them will research products and services. Links and information are also easily shared via Feeds and Stories which we used to drive visits to B&O landing pages.
Positive vibes. @serpentwithfeet evoked strong positive emotions by telling his story with high quality imagery. He used an unreleased snippet of music from his new album to both tease his audience and convey the product benefits.
Most shared. @ivysole featured unreleased music and an insight into her process to create the most shareable content of the campaign.
Got their thumbs in cuffs. @dancesystem stopped his audience mid-scroll. His story of how he created music with his headphones over lockdown gave us the best performing content for Reach, Engagements, Saves, Comments and Clicks.
Piece of art. @kellyleeowens created an ethereal music video with a recently released song. She took the audience on a journey using transitions and movement to tell her story in an engaging and immersive way that scored highest for inspiration.
Tech and accessory. @leony.music is a German pop singer and songwriter. Her content showed the headphones as important to both her music and her lifestyle as an influential and sought after TV judge on popular talent shows.
You want this! @vizemusicofficial, German electronic artists with over 1B streams and 20 gold records across six countries, drove the highest level of goosebumps and lift in purchase intent (+13.7%).
We connected B&O to their audience the way only creators and music connoisseurs know how.
The highly quality, musically charged content not only drove more traffic to the site but reinforced the brand’s positioning.
2.2% AWARENESS
Top of Mind Awareness achieved with those exposed to the campaign.
+17.2% PERCEPTION
Participants were more likely to agree that Bang & Olufsen headphones have longevity
+5.9 NPS pts OPINION
People’s opinion of Bang & Olufsen improved after seeing the campaign.
+12.4% INTENT
People are more likely to purchase from Bang & Olufsen following exposure to the campaign
SOCIAL
2M Reach +84% vs target
12.7k Link Clicks +90% vs target
11.4% Organic Reach Engagement Rate
3.1M Impressions
282k Video Views
95k Engagements
