Challenge
Communicate new and existing product ranges to a Gen-Z audience - inspiring them to learn DJing
Support Pioneer DJ’s business goals across multiple markets to: Communicate new and existing product ranges to a Gen-Z audience - inspiring them to learn DJing Grow into new communities, ultimately supporting the diversity of DJs Grow presence in creative and culture press to safeguard the brand's #1 marketplace positioning.
How
A strategic pan-European campaign was devised with a two-pronged approach
A strategic pan-European campaign was devised with a two-pronged approach: Educating & inspiring Gen-Z Via in-person workshops, how-to advice, tactical influencer challenges and a skewed Gen-Z media focus 2. Championing/supporting talent Marked calendar moments (IWD) with learner sessions, influencer seeding and utilised key products that resonates with diverse genres of music.
Results
2022 OTS: 871m+ 2021 OTS: 732m+ 400+ coverage pieces 44% sales uplift spiked by influencer project
871m+
2022 OTS
732m+
2021 OTS
400+
coverage pieces
44%
sales uplift spiked by an influencer project