Building the fundaments to localize success
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 developed comprehensive capabilities in providing the highest performing experience at the most affordable price.
Following the extraordinary achievement of Edifier NeoBuds Pro on Makuake, the brand has accumulated great popularity in Japan. However, considering the headphones’ overwhelming market situation, our team’s biggest challenge was how Naturality could help Edifier stands out from the game, elevates the traction among the Japanese influencer, and extends the brand momentum in the market.
Naturality was assigned to promote multiple headphone products during the project. We defined the user scenarios based on the products’ characteristics and consumer persona. We worked closely with influencers to provide detailed review guidance and must-mention bullet points. We ensured our strategic content funnel would be fulfilled at each stage and avoided the high homogeneity of content. After obtaining many professional product reviews, we successfully paved the way to have Edifier elevate its brand awareness from just one big hit to everlasting success.
In addition to the influencer content, our marketing campaign included promotion events on Twitter that helped Edifier’s account increase by more than one thousand followers in a singular promotion event.
Good work deserves attention, here’s how it reached the right eyes.
