HVEM ER VI?
• 12y Crea<ve @ numerous DK Ad agencies • 6y Director @ MSLGroup Denmark • 1y Global PR & Communica<on @ B&O PLAY
Anton Greiffenberg
Global PR & Communica<on Manager
B&O Play
Caroline Heegaard
Marke<ng Manager Denmark Meltwater
Feel free to connect with us on LinkedIn
• 7y Research & analysis within marke<ng and communica<ons • Offline/digital comm.&marke<ng strategies • 1y Marke<ng Manager @ Meltwater
TARGET GROUP
A_ract Gen X + Y • Global Urban Crea<ves • Tech savvy fashionistas • Choose brands to match personality
• Love to test and share
Challenges • BANG & OLUFSEN heritage equals high price • Low brand awareness (16% aided in recent survey) Opportuni<es: • BANG & OLUFSEN heritage equals high quality • Rapid expansion of PLAY porholio • Almost instant likeability when tes<ng
CHALLENGES AND OPPORTUNITIES
MAIN MARKETING TOOL
• Press releases for new products,
updates and brand
• Products for Test & Review
• Seeding to bloggers, ambassadors and influencers
• Compe<<ons
• Events
Social Media
The Journal – printed + blog More than 1.8 mio copies
Facebook 83.000
Instagram 31.000
TwiBer 4.4000
PR
NewsleBer 40.000 subscribers.
CONTENT SHARING
STRATEGY Tradi3onal (70%), Social Media (20%) and Endorsers (10%) Tech
(reviews)
Lifestyle (design)
Fashion (styling)
KPIs
• Reach 50%+ of Tier 1 media
• Create traffic to beoplay.com and SoMe • Secure quality rather than quan<ty
• Increase brand awareness (long term)
1. Pitch to selected media incl. T&R
2. Update of stakeholders
3. Global press launch to relevant media
4. Follow-‐up with T&R and compe<<ons
5. Seeding to bloggers, ambassadors and influencers
6. Newsle_er and blog
CAMPAIGN PLAN
RESULTS AFTER THREE MONTHS Google analy3cs & Meltwater
76% website traffic increase first two weeks
PR driven traffic to
website 540%
165.000.000 total
impressions
524 online ar<cles
65+% reach of Tier 1 media on A markets
59 media reviews
With more than 50.000 units sold worldwide aler just three months the A2 is the fastest selling product ever in the
history of Bang & Olufsen
IN SHORT
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