Bang & Olufson
Bang & Olufsen is a premium luxury lifestyle brand from Copenhagen. Developing their products since 1925, Bang & Olufsen are world renowned for their distinctive range of quality audio, picture, and multimedia products.
Loud Days began working with Bang & Olufsen in March 2014. As a premium lifestyle brand, initially their objectives were not around sales, but community awareness and market commitment. Over the period of 3 years, this focus shifted and turned to in-store sales and eCommerce conversion. A quarterly ‘rolling’ strategy was developed that enabled Bang & Olufsen to remain agile and update their digital marketing to reflect the needs of the community.
The product launch
Bang & Olufsen released a new product – the A1 speaker – and ran an in-store ‘Playdate event’. Briefed to support and amplify the launch, Loud Days developed a digital campaign that included targeted social media posts and advertising across Bang & Olufsen social media channels and database, driving people to an RSVP landing page with a special voucher code to redeem in store.
This launch had no off-line advertising to ensure that all those targeted by the campaign could be linked directly back to the Bang & Olufsen social media. With a focus on driving in-store traffic and purchases, the campaign achieved the following results:
- Sold 61% more units than provided ‘success’ KPI
- Drove 5x the ‘success’ KPI of customers into Sydney and Melbourne showrooms
- Captured new database names within target audience
- Tripled the ‘success’ KPI for sales
“The Bang & Olufsen social media presence has enabled the Australia/New Zealand region to further develop relationships with affiliates and social media campaigns to drive key brand objectives”
— Bang & Olufsen Australia