beyerdynamic
Founded in Germany in 1924, Beyerdynamic has spent a century shaping the sound of professional audio. Renowned as the pioneers of the dynamic headphone, beyerdynamic’s reputation is built on precision engineering and handcrafting professional quality headphones trusted in studios and live environments by artists around the world.
Overview
Beyerdynamic was looking to expand beyond its core audience of sound engineers, audiophiles, and musicians into broader consumer segments including gamers, creators, and amateur musicians. This was beyerdynamic’s first time foraying into the Indian market as well. This required introducing more accessible, entry-level products without diluting the brand’s professional credibility.
The communication approach centred on clearly defined user personas across each category, enabling tailored communications for distinct use cases. Product-specific campaigns were delivered across email, YouTube, Facebook, Google, and dedicated landing pages, ensuring relevance at every touchpoint while maintaining Beyerdynamic’s established brand voice. Creatives and copy were constantly A/B tested and optimised to maximise ROI.
Work
The objective of the campaign was to drive online sales through Beyerdynamic’s website, leveraging key retail moments around Black Friday and Cyber Monday. The communication strategy focused on building early intent through pre-sale registrations, incentivised with tiered discounts ahead of launch.
Once in the funnel, audiences received product-specific communications highlighting relevant use cases, features, and benefits, allowing them to explore and familiarise themselves with the range in the lead-up to the sales period. I worked on the emailers, search ads, and landing pages for this campaign.
