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.
Identify the core need of the target audience - music accessories that have fashion credibility.
Partner with a leading voice of music with a platform that attracted the target audience.
Conceptualize, design and manufacture headphones for usage with talent, the core influencer & audience.
Identify the consumer promotional channel beyond the X Factor with Simon Cowell to drive reach.
Build relationships with core influencers and see the product for usage in PR, social and digital media.
Measure the results.
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.