Engaging media & influencers to make a big noise

Arcam

Challenge
High-end British audio brand, Arcam, appointed OneChocolate to launch the rCube speaker, its first mid-range product, to the wider audience. The goal: to build awareness of this premium product in a crowded market.

Results
PR, social & influencer engagement reached an audience of 14.5m in four months
Our influencer outreach, designed to target the biggest names in British music, design and technology, secured celebrity advocates, including Stephen Fry and Lauren Laverne, who tweeted their support of rCube to their millions of followers. Positioning the brand to a wider audience, moving beyond its ‘traditional’ audiophile community, was pitch perfect: we secured 38 pieces of quality coverage in national and consumer lifestyles in four months, including Stylist, Cosmopolitan, Glamour, Daily Express, and ITV’s Loose Women. The business impact: this smartly integrated activity, along with our competitions in key media, which received 42,000+ entries, nailed the product as the latest ‘must have’ piece of audio tech.

How
Our strategy was designed to take the product beyond its niche audiophile base, specifically to target and engage a female audience. As rCube is all about high quality sound with ultimate portability and ease of use, we didn’t just send out samples to key influencers; we did a desk-by-desk tour of target media houses across women’s lifestyle, homes and interiors titles, and TV production companies to give journalists, TV researchers and producers personal demos. Our comprehensive reviews and product placement programme, competitions secured across high-traffic lifestyle sites, and celebrity engagement tactics, combined to deliver a very big bang during this four-month launch campaign.