Edifier is the brainchild of a group of music lovers with an entrepreneurial spirit. With over twenty-five years of research and manufacturing dedicated to the audio industry, Edifier has developed comprehensive capabilities in the production of the finest quality devices, to ensure their audience the highest performing experience at the most affordable price.
Having been in the audio industry for 25 years, Edifier aims to open new gateways and possibilities to extend its brand voice and awareness from its core market – North America – to the rest of the world. Japan is one of the world’s leading consumer electronic markets, which contributes to Edifier’s vision of globalization. The challenge was normous: an overwhelming market with countless audio brands, weaker brand recognition among Japanese consumers, and three other similar campaigns had just ended on the same platform a few days prior to the launch. How to stand out in the fierce competition so as to earn Japanese consumers’ trust, and make Edifier’s first entry a success, were priorities in this project.
Naturality team repeatedly discussed the design and content of the NeoBuds Pro page with Makuake and iteratively improved the designed page pitch for optimal localization so that Japanese consumers are able to see themselves represented by the brand in our unremitting efforts. Through our SNS and social localization strategy, we enabled Japanese consumers to exchange and share their ideas across communities freely. By improving sales of NeoBuds Pro on Makuake, Naturality created unlimited potential to enhance Edifier’s branding and marketing in their first entry into the Japanese market.
Behind every number is a decision, a test, and a breakthrough.
Our professional SNS messaging management has performed exceptionally well and achieved splendid results for the campaign. The ongoing sweepstakes on Twitter and being able to localize our social content for Japanese consumers greatly enhanced Edifier’s popularity and recognition in the Japanese consumer market. The extensive cooperation with Japanese technology media and influencers has also given Japanese consumers deep trust in supporting Edifier products. After 4 months of unremitting efforts, our return was crowning Edifier NeoBuds Pro as one of the top 3 highest funding projects in wireless earphones on Makuake.
