"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 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, however 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 through to a 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
- Tripped the ‘success’ KPI for sales