2. HVEM
ER
VI?
•
12y
Crea<ve
@
numerous
DK
Ad
agencies
•
6y
Director
@
MSLGroup
Denmark
•
1y
Global
PR
&
Communica<on
@
B&O
PLAY
Anton Greiffenberg
Global
PR
&
Communica<on
Manager
B&O
Play
Caroline Heegaard
Marke<ng
Manager
Denmark
Meltwater
Feel
free
to
connect
with
us
on
LinkedIn
•
7y
Research
&
analysis
within
marke<ng
and
communica<ons
•
Offline/digital
comm.&marke<ng
strategies
•
1y
Marke<ng
Manager
@
Meltwater
11. Challenges
• BANG
&
OLUFSEN
heritage
equals
high
price
• Low
brand
awareness
(16%
aided
in
recent
survey)
Opportuni<es:
• BANG
&
OLUFSEN
heritage
equals
high
quality
• Rapid
expansion
of
PLAY
porholio
• Almost
instant
likeability
when
tes<ng
CHALLENGES
AND
OPPORTUNITIES
13. MAIN
MARKETING
TOOL
• Press
releases
for
new
products,
updates
and
brand
• Products
for
Test
&
Review
• Seeding
to
bloggers,
ambassadors
and
influencers
• Compe<<ons
• Events
14. Social
Media
The
Journal
–
printed
+
blog
More
than
1.8
mio
copies
Facebook
83.000
Instagram
31.000
TwiBer
4.4000
PR
NewsleBer
40.000
subscribers.
CONTENT
SHARING
15. STRATEGY
Unique
selling
points
Quality
of
sound
Simple
design
Sense
of
cralmanship
17. STRATEGY
Tradi3onal
(70%),
Social
Media
(20%)
and
Endorsers
(10%)
Tech
(reviews)
Lifestyle
(design)
Fashion
(styling)
18. KPIs
• Reach
50%+
of
Tier
1
media
• Create
traffic
to
beoplay.com
and
SoMe
• Secure
quality
rather
than
quan<ty
• Increase
brand
awareness
(long
term)
20.
1. Pitch
to
selected
media
incl.
T&R
2. Update
of
stakeholders
3. Global
press
launch
to
relevant
media
4. Follow-‐up
with
T&R
and
compe<<ons
5. Seeding
to
bloggers,
ambassadors
and
influencers
6. Newsle_er
and
blog
CAMPAIGN
PLAN
27. RESULTS
AFTER
THREE
MONTHS
Google
analy3cs
&
Meltwater
76%
website
traffic
increase
first
two
weeks
PR
driven
traffic
to
website
540%
165.000.000
total
impressions
524
online
ar<cles
65+%
reach
of
Tier
1
media
on
A
markets
59
media
reviews
29. With
more
than
50.000
units
sold
worldwide
aler
just
three
months
the
A2
is
the
fastest
selling
product
ever
in
the
history
of
Bang
&
Olufsen
IN
SHORT