Sennheiser
900k
Network Reach
123.3k
Post Engagement
Phase 1 Phase 1
The Challenge
Driven by the passion to create audio solutions that make a difference, Sennheiser is building the future of audio and bringing remarkable sound experiences to customers, having done so for over 75 years. Sennheiser needed long-term engagement with its consumers from different cultures and backgrounds, and to teach consumers its superior features, bringing Sennheiser’s true wireless products such as ‘CX Ture Wireless’ and ‘Momentum True Wireless 3′ to the top of consumers’ minds when thinking of purchasing or upgrading their wireless headphones. Sennheiser were targetting consumers that were in constant pursuit of the best in both their lives and the products that they use as a reflection of their knowledge and discernment.
Phase 2 Phase 2
The Strategy
As an established earphone brand, it was important to identify influencers who would resonate with the core audience of affluent working professionals aged between 18-25 years old. The target audience includes different ethnicities including Chinese, Malay, and Indian races. It was important to identify influencers within the music industry, including singers, songwriters, piano teachers, and guitarists, to enable Sennheiser to showcase its branding power and superiority of its True Wireless earphones products, and effectively use the influencers’ reputation as music makers to show Sennheiser’s products being appreciated by the most talented in the music industry.
Phase 3 Phase 3
The Execution
A diverse range of influencers from different ethnicities and races were engaged to showcase themselves using and appreciating the product, while highlighting its superior features, to inspire the target audience to purchase Sennheiser’s True Wireless products. Hashtags like #ActiveNoiseCancellation, #NoCompromiseOnSound, and #HearTheDifference were used alongside #Earphones and #TrueWireless to increase the association and traction between the brand, music, and gadget lovers.
Phase 4 Phase 4
The Results
With Instagram and Facebook as the 2 channels of choice, a total of 15 Chinese, Malay, and Indian influencers with real passion for appreciating and making music were chosen over the period to post 1 Instagram post and 1 Instagram story while sharing across to their Facebook account. The best-performing influencer postings from this campaign garnered huge engagements, with 14,200 engagements. The influencer postings also attracted very high engagement rates, with the top 3 being 53.21%, 36.51%, and 32.13% respectively. The campaign concluded successfully with a total 674,248 Instagram Reach.
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