Artis is a company with a portfolio of speakers, pods, neckbands and sound bars. 'Love your Sound' is their new rallying cry.
New Packaging for Artis
What better way to announce 'Love Your Sound' than to celebrate the 7 notes of music with the world!
Artists creating music with the #ArtisSoundStation on Instagram
The evolution of how we hear sound...
Artis, is in a very competitive market which is as much lifestyle as it is audio accesories. The category it competes in is the value for money space where other players have already garnered a lions share of the market and have deep pockets for marketing. In this space, Artis traditionally a B2B player, had to transition to the consumer space and relaunch its brand.
The brief was to create a disruptive space which can help get share of attention and share of market over time.
One way, at least in theory, is to compete with the major players in a category is to out shout them by out spending them. However, the smarter way is to find a strong consumer appeal and follow through as a brand. The competition limited the conversation to look, finish, features and used celebrities to say the same things louder.
So we decided to position Artis as a brand that cares deeply about the sound that it brings to its audiene.
Sound means so much to us, does so much for us - its time to love it back. That's where the campaign of 'LOVE YOUR SOUND' came from.
It's a deep thought, reaching the mind and heart of the consumer, while still being young and fun. We launched this campaign with a never before done idea by creating the
#ArtisSoundStation on their Instagram profile page. We converted their page into a sound pad, where you could play the 7 music notes and make your own melodies. What better way to Love Your Sound right!
We saw a 7X weekly increase in followers within 2 weeks of starting this campaign. We increased the community size by 50% in just two weeks, from 2500 to over 3800. And it's just the beginning...
Full Service / Creative