THE OBJECTIVE
MUSIC AND FASHION OVERLAP
Develop a creative campaign for Sony’s newest headphones targeting male music lovers between the ages of 18-30 that are interested in both music and fashion. Consumers want more than a great headphone, they want a product that matches their personality and aesthetic.
01
Identify the core need of the target audience - music accessories that have fashion credibility.
02
Partner with a leading voice of music with a platform that attracted the target audience.
03
Conceptualize, design and manufacture headphones for usage with talent, the core influencer & audience.
04
Identify the consumer promotional channel beyond the X Factor with Simon Cowell to drive reach.
05
Build relationships with core influencers and see the product for usage in PR, social and digital media.
06
Measure the results.
+20%
ONLINE TRAFFIC
+600 MM
IMPRESSIONS
10x
SALES FORECAST
In partnership with Sony and Simon Cowell, developed and launched the best selling headphone set available. Through the X-Factor, WW was able to secure prime visibility of the headphones during a live taping of the show in addition to added publicity via talent relationships. Short-form content was developed for YouTube in order to showcase the brand and lifestyle imagery unique for the male audience. Through a concerted seeding program, Sony X headphones were placed in select artists’ music videos and photographed for added earned media.
