Background

This 77-year-old American audio company is a well-known brand specializing in audio equipment, including headphones, speakers, and soundbars was seeking to reach Gen Z as the generation becomes its primary target audience. They sought to engage audio fans aged 18-24 and build awareness by bringing their "Make Voices Heard" campaign to life through the unfiltered Gen Z mindset.

The Objective

Build lasting consideration for the audio brand amongst Gen Z audiences aged 18-24.

The Idea

With an authenticity-first approach, we created an original podcast, Unfiltered, featuring host singer Betty Who in conversation with some of the world’s most inspiring and influential disruptors and creators. From athletes to drag performers, we sourced guests who broke industry stereotypes and boldly live their truth while encouraging Gen Z to amplify their voices.

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+11%

Increase in brand trust

+8%

 Lift in listener perception that the brand helps them express themselves

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10%

Increase in purchase intent

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The Results

The content created for Unfiltered proved to be highly effective in connecting with the client's target audience of 18-24-year-olds, with current brand users showing an even stronger positive response, evidenced by the high levels of engagement and positive sentiment expressed in the measurement data.

The authenticity and intimacy that podcasting offers drove the success of Unfiltered. And the effectiveness of the strategic promotion proved the importance of resonating with your target audience through content that speaks to their interests and values.

By placing the podcast promotional content––30 & 60-sec vignettes of the podcast––alongside other strong and relevant podcast content, we achieved significant increases in metrics across the brand funnel for this audio manufacturing main-stay, which included improvements across brand awareness, consideration, and purchase intent.

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