Key Results
BACKGROUND
House of Marley, the popular electronics brand, have always been committed to delivering only the best in class audio products. Built on the principles of superior quality, eco-friendliness and a commitment to global charitable causes, House of Marley set their sights on earning the attention of a music conscious youth audience.
A multi-channel strategy was created in an effort to make House of Marley famous, with a powerful influencer campaign at its core. As a result, millions of people were reached with the House of Marley message – 22.3 million of them to be exact!
CHALLENGE
House of Marley needed a campaign that would continue to raise brand awareness, launch their new Bluetooth product range, and drive engagement for the brand.
A multi-channel strategy was created in an effort to make House of Marley famous, with a powerful influencer campaign at its core. As a result, millions of people were reached with the House of Marley message – 22.3 million of them to be exact!
OUR APPROACH
“We dived into data driven insights to spearhead the growth they strived for across a variety of approaches to raise brand awareness, launch their new Bluetooth product range, and drive engagement for the brand”
INFLUENCER MAKRETING
We drew up a list of 33 influencers for the House of Marley campaign including musicians and artists who have a passion for their craft, a love for freedom, values, and therefore aligned well with House of Marley ethos. Each influencer received a #TeamMarley welcome pack, a crucial part of the strategy – as it was an introduction to the brand, explained the role of the influencer, and contained information on the products.
EVENTS
During the second week of August 2017, the Boardmasters festival in Cornwall became the setting for the House of Marley stage. Influencers and audiences were brought together in a unique party environment and over the weekend an estimated 30,000 people danced their way through the branded arena.
ORGANIC CONTENT
From content for social media to content for paid media ads, no stone was left unturned when it came to the creative part of #TeamMarley. Our influencers played a key part in content creation, and activity included everything from photoshoots to video creation.
In a fiercely competitive product landscape, with brands such as JBL and SkullKandy competing with products at similar prices, we needed to think beyond basic demographic targeting for House of Marley. The HoM brand story and its affiliation to charitable causes and eco-practices helped us define our core audience – young music lovers, who are just as interested in ethical causes, as they are at posting artsy photos on their Instagram feeds.
The audience’s habits and hobbies were analysed. A commonality across both genders was music festivals, so this seemed to be a strong natural fit for HoM.
“Insight alone is never enough, we used expect analysis to diverse a campaign that considered more than goals. To make House of Marley famous we would need to integrate a range of online and offline channels”
RESULTS
The numbers speak for themselves:
When it came to analysing the campaign results, we had no doubt that we had smashed our given targets.
As well as 614K video views of #LiveMarley content.
Plus 163,641 website clicks from social media.
And 92,251 paid media clicks at a CPC 29% cheaper than the target CPC.
”Found delivered an impressive content and influencer campaign that truly embodied the House of Marley brand, as well as connected with our core audience. With such a competitive landscape, this kind of cut-through activity is essential, and we look forward to continuing to work with Found.”
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CLIENT
Mission
Secret Sales needed to avoid missing ad revenue on dormant products and prioritise products with the potential to generate notable incremental revenue.
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HIGHER ROAS
results
UPLIFT IN ROI