A multi-channel strategy was created in an effort to make House of Marley famous, with a powerful influencer campaign at its core. As a result, millions of people were reached with the House of Marley message – 22.3 million of them to be exact!
House of Marley
Case study.
Music, Culture, Influence.
House of Marley, the popular electronics brand, have always been committed to delivering only the best in class audio products. Built on the principles of superior quality, eco-friendliness and a commitment to global charitable causes, House of Marley set their sights on earning the attention of a music conscious youth audience.
A multi-channel strategy was created in an effort to make House of Marley famous, with a powerful influencer campaign at its core. As a result, millions of people were reached with the House of Marley message – 22.3 million of them to be exact!
Data Driven Insights.
House of Marley needed a campaign that would continue to raise brand awareness, launch their new Bluetooth product range, and drive engagement for the brand.
GENERAL OBJECTIVES:
BRAND STRATEGY:
- Align UK channels with the brand’s target audience.
OWN THE MOMENTS:
- Support an always-on strategy with content production, focusing on peak periods.
DEVELOP THE #TEAMMARLEY CAMPAIGN:
- Connect and collaborate with relevant influencers that had a culture fitting to the House of Marley ethos.
BRING HOUSE OF MARLEY TO LIFE:
- Partner with key events to increase brand exposure with the target audience.
CONTENT & SOCIAL:
- Provide brand assets and work closely with the social team to deliver a content strategy.
What the client said
"Found delivered an impressive content and influencer campaign that truly embodied the House of Marley brand, as well as connected with our core audience. With such a competitive landscape, this kind of cut-through activity is essential, and we look forward to continuing to work with Found."
Nick Grocott - EMEA Marketing Director - House of Marley
Strategy: Insights, Visibility, Accessibility.
In a fiercely competitive product landscape, with brands such as JBL and SkullKandy competing with products at similar prices, we needed to think beyond basic demographic targeting for House of Marley.
The HoM brand story and its affiliation to charitable causes and eco-practices helped us define our core audience - young music lovers, who are just as interested in ethical causes, as they are at posting artsy photos on their Instagram feeds.
The audience’s habits and hobbies were analysed, and a commonality across both genders was music festivals, so this seemed to be a strong natural fit for HoM. This campaign needed to be about inspirational characters, ones who embody the brand’s values, so we collaborated with the influencers of today to engage with the brand ambassadors of tomorrow.
The strategy was truly multi-channel and influencers were the core of our campaign - but we didn’t stop there. To make House of Marley famous we would need to integrate a range of channels online and offline. Influencer, social content, event and paid media were all brought together to gain attention for House of Marley - and it worked.
Influencers.
We drew up a list of 33 influencers for the House of Marley campaign which included musicians and artists who have a passion for their craft, a love for freedom and values, and therefore aligned well with House of Marley ethos. Each influencer received a #TeamMarley welcome pack, a crucial part of the strategy, as it served as an introduction to the brand, explained the role of the influencer, and contained information on the products. The look and the tone of voice, as well as guidelines for social copy, were also included. If these influencers were to be brand ambassadors, they needed to be in the know and fall in love with House of Marley.
All image rights were secured from each influencer, as we wanted to be sure that their images could be used throughout the campaign – this was especially important for the paid social ads.
Event.
During the second week of August 2017, the Boardmasters festival in Cornwall became the setting for the House of Marley stage. Influencers and audiences were brought together in a unique party environment and over the weekend an estimated 30,000 people danced their way through the branded arena.
Content
From content for social media to content for paid media ads, no stone was left unturned when it came to the creative part of #TeamMarley. Our influencers played a key part in content creation, and activity included everything from photoshoots to video creation.
Paid Social.
The real clever bit came when we constructed audience lists from the followers and subscribers of the #TeamMarley influencer’s Facebook & YouTube channels, giving us ready to engage audience lists with aspirations in-line with the brand’s products and values.
Results.
When it came to analysing the campaign results, we had no doubt that we had smashed our given targets. The numbers speak for themselves:
22.3M
Targeted People Reached.
As well as 614K video views of #LiveMarley content
10K+ New Fans on
Instagram & Twitter.
Plus 163,641 website clicks from social media
1.25M Views
of #Teammarley content.
And 92,251 paid media clicks at a CPC 29% cheaper than the target CPC