The Brand and Target
The Harman Kardon Wireless home audio system launched Harman Kardon's mission is to captivate the body and mind with the passion and beauty of music. The brand believes that the best music experiences are transfixing – so absorbing and enticing you can't help but surrender yourself to the moment. Similarly, our target is all about the moment — they want fluidity and mobility of music in their home to enhance a sophisticated, bespoke lifestyle. However, the idea of trying to set up a wireless home speaker system is a bit daunting. They don't like complicated. They need simple.
We were tasked to create a product-led social campaign that communicates the overall home wireless ecosystem story, and brings to life the idea of having beautiful sound in every room. The main idea, in a nutshell: fluidity and mobility of music in your home, simplified.
Harman Kardon's "Music/Life" social platform is built to inspire rich, passionate experiences that maximize the emotional power of music by pairing great music with food, travel, design, and style. We partnered with Vine Influencer Megan Cignoli to create a series of Vines that offers simple tips for making the most of your sound with Harman Kardon Wireless home speaker. And we partnered with influencers in the food, interior design and style spaces (Chef Daniel McGuffey of MasterChef, and Chelsea Matthews of Matte Black) to create content that pairs with all of that great music.
Each component of the multi-platform #MusicLife social campaign has worked holistically to create a unifying message to music fans everywhere. Harman Kardon exceeded its goals, and created a shareable social personality across the digital landscape.
- Average engagement for #MusicLife was more than 2.5x greater than the average engagement with the Harman Kardon brand.
- #MusicLife assets accounted for 4 out of the top 10 Harman Kardon assets of all time.
- One paid asset in general, the Omni 20 available at Target asset on Twitter, was one of the highest scoring posts ever for Harman Kardon. This post score over 10.3K Engagement points, which is 6x greater than the average HK asset.
- Harman Kardon gained nearly 15,000 fans over a two month period.
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