Case study: Linn
The brief
Following a strategic re-alignment of its marketing and PR strategy, dimoso were asked to expand the traditional media audience of specialist hi-fi magazines and gadget sites to include a broader range of lifestyle titles. Underpinning this strategy was a desire to reach a younger and more unisex audience as a way of driving more sales.
Following a strategic re-alignment of its marketing and PR strategy, dimoso were asked to expand the traditional media audience of specialist hi-fi magazines and gadget sites to include a broader range of lifestyle titles. Underpinning this strategy was a desire to reach a younger and more unisex audience as a way of driving more sales.
|
What we did
As a company known for high-end products, even its entry-level systems cost several thousand pounds - making them an ispirational brand. We focused on projecting Linn's products within a lifestyle setting that made them feel more like a luxury brand than just a hi-fi product. To this end, we worked with Linn to shift how it delivered its PR, including more styled interior photography featuring the products to help encourage lifestyle and interiors magazines to feature them. We also created a strategy to create Linn pop-up stores in central London locations where the brand could engage with consumers that were new to the Linn brand, and worked to find exclusive partners such as hotels and events companies where Linn could use product placement to reach discerning music lovers in an innovative way. |
|
The results
We supported Linn for the launch of its Kiko system, the first all-in-one hi-fi to include active speaker technology. We also worked with Linn through its 40th anniversary year, helping to PR a special 40th anniversary version of the legendary LP12 record player, the first product that the company launched back in 1973. Thanks to our efforts, Linn was featured in a wider range of magazines and online titles than ever before.
We supported Linn for the launch of its Kiko system, the first all-in-one hi-fi to include active speaker technology. We also worked with Linn through its 40th anniversary year, helping to PR a special 40th anniversary version of the legendary LP12 record player, the first product that the company launched back in 1973. Thanks to our efforts, Linn was featured in a wider range of magazines and online titles than ever before.