The Client
- Ausounds is a successful audio brand founded in Los Angeles by music industry heavyweights.
- The innovative creative team designed a range of premium audio products with leading technology and superior sound.
- Aimed specifically at music lovers and music creators, Ausounds sets out to create products that deliver music just as the producers and songwriters intended for it to be heard.
- President and CMO, Marcus Sanchez, is a music industry veteran who has worked with huge brands including Audeze, Universal Music Group and Monster Cable, as well as musicians like Rihanna and Usher.
- Ausounds was keen to collaborate with enthusiastic unsigned musicians, producers, and songwriters around the world, helping to promote the best in new music and upcoming artists.
- Ausounds came to Quick Brown Fox PR in October 2020 as part of its global launch strategy.
- The brand was looking to be launched to the UK media, positioning the brand as the leading headphone provider for music enthusiasts and creators and to utilise product reviews to create a buzz with potential retail partners and music industry professionals.
- Ausounds also wanted UK social media channels created and managed across Facebook, LinkedIn, Twitter, and Instagram.
The Strategy
- We launched Ausounds to the B2B and B2C media with two separately tailored releases, focusing on the music industry experience of the brand’s team, its premium offering and features and use of the latest tech.
- We then focused on individual product launches starting with its flagship headband earphone and moving onto in-ear buds, over-ear products and even specialist gadgets like sunglass headphones.
- The Ausounds UK social media channels were launched and we grew audience and ran competitions.
- We curated an in-depth product review programme offering journalists interview and samples.
- We organised thought leadership comments, news, and opinion pieces from key brand stakeholders.
- We built on our unrivalled relationships with electrical and audio retail trade press to secure features, reviews, and interview.
- We utilised our connections with UK retailers to support trade product sell-in.
- We supported the UK -based distributor with sales and marketing activities for the brand.
- We worked on a potential UK talent competition from logistics to communications strategy.
- Liaised with Ausounds’ international team including its US PR agency to align messaging and strategy.
- Entered the brand in industry audio awards.
- Worked on Ausounds’ ‘Be Different’ campaign
- Launched a social media affiliate programme with the UK distributor selecting content creators to promote the brand and its products.
- Promoted the brand’s music industry Ambassadors and weekly podcast Vocal Booth.
The Results
- Secured Ausounds national features in huge B2C publications such as Independent, Hi-Fi Choice, The Mirror, The Daily Star, Trusted Reviews reaching millions of readers and potential customers and raising the brand’s profile in the UK.
- Built a long-term Google search presence for Ausounds UK.
- Established the brand in the UK audio industry.
- Built successful social media channels with engaged audiences.
- Gained Ausounds finalist status for the IER Awards and as a Hi-Fi+ award winner.
- Delivered on all of our PR and social media objectives.
