Anton Greiffenberg, Global PR & Communications Manager at B&O Play, presents how he works with PR and influencer marketing.

1. VELKOMMEN
Meltwater
-­‐
B&O
PLAY
PR
&
Influencer
Marke<ng

2. HVEM
ER
VI?
•
12y
Crea<ve
@
numerous
DK
Ad
agencies
•
6y
Director
@
MSLGroup
Denmark
•
1y
Global
PR
&
Communica<on
@
B&O
PLAY
Anton Greiffenberg
Global
PR
&
Communica<on
Manager
B&O
Play
Caroline Heegaard
Marke<ng
Manager
Denmark
Meltwater
Feel
free
to
connect
with
us
on
LinkedIn
•
7y
Research
&
analysis
within
marke<ng
and
communica<ons
•
Offline/digital
comm.&marke<ng
strategies
•
1y
Marke<ng
Manager
@
Meltwater

3. B&O
PLAY
PR
&
Influencer
Marke<ng
June
2015

4. AGENDA
1. AGB
2. Intro
B&O
PLAY
3. PR
4. Case

5. B&O
PLAY
PORTFOLIO
A9
A2 A8
Beolit 15S8
H6
Audio
Systems
H2
Headphones
Earset 3i
Form 2i H3
H8

6. B&O
PLAY
vs
BANG
&
OLUFSEN

9. TARGET
GROUP
A_ract
Gen
X
+
Y
• Global
Urban
Crea<ves
• Tech
savvy
fashionistas
• Choose
brands
to
match
personality
• Love
to
test
and
share

10. BRAND
POSITIONING
Fashion & Lifestyle
Quality &
Innovation

11. Challenges
• BANG
&
OLUFSEN
heritage
equals
high
price
• Low
brand
awareness
(16%
aided
in
recent
survey)
Opportuni<es:
• BANG
&
OLUFSEN
heritage
equals
high
quality
• Rapid
expansion
of
PLAY
porholio
• Almost
instant
likeability
when
tes<ng
CHALLENGES
AND
OPPORTUNITIES

12. PR

13. MAIN
MARKETING
TOOL
• Press
releases
for
new
products,
updates
and
brand
• Products
for
Test
&
Review
• Seeding
to
bloggers,
ambassadors
and
influencers
• Compe<<ons
• Events

14. Social
Media
The
Journal
–
printed
+
blog
More
than
1.8
mio
copies
Facebook
83.000
Instagram
31.000
TwiBer
4.4000
PR
NewsleBer
40.000
subscribers.
CONTENT
SHARING

15. STRATEGY
Unique
selling
points
Quality
of
sound
Simple
design
Sense
of
cralmanship

16. STRATEGY
Media
angles
Tech
(reviews)
Lifestyle
(design)
Fashion
(styling)

17. STRATEGY
Tradi3onal
(70%),
Social
Media
(20%)
and
Endorsers
(10%)
Tech
(reviews)
Lifestyle
(design)
Fashion
(styling)

18. KPIs
• Reach
50%+
of
Tier
1
media
• Create
traffic
to
beoplay.com
and
SoMe
• Secure
quality
rather
than
quan<ty
• Increase
brand
awareness
(long
term)

19. A2

20.
1. Pitch
to
selected
media
incl.
T&R
2. Update
of
stakeholders
3. Global
press
launch
to
relevant
media
4. Follow-­‐up
with
T&R
and
compe<<ons
5. Seeding
to
bloggers,
ambassadors
and
influencers
6. Newsle_er
and
blog
CAMPAIGN
PLAN

21. COVERAGE
Cover
story
Reviews

22. COVERAGE
Interviews
Styling

23. COVERAGE
Na<onal
TV
YouTube

24. COVERAGE
SoMe
Blogs

25. TRAFFIC
TO
WEBSITE
Google
analy3cs
(not
provided
by
Meltwater)

26. RESULTS
AFTER
THREE
MONTHS
Meltwater

27. RESULTS
AFTER
THREE
MONTHS
Google
analy3cs
&
Meltwater
76%
website
traffic
increase
first
two
weeks
PR
driven
traffic
to
website
540%
165.000.000
total
impressions
524
online
ar<cles
65+%
reach
of
Tier
1
media
on
A
markets
59
media
reviews

28. COMPETITOR
ANALYSES
BeoPlay
A2
vs
B&W
T7
vs
Bose
Soundlink
Color
-­‐
all
launched
October
2014

29. With
more
than
50.000
units
sold
worldwide
aler
just
three
months
the
A2
is
the
fastest
selling
product
ever
in
the
history
of
Bang
&
Olufsen
IN
SHORT

30. Thank
you
for
playing
a_en<on

31. NOW
it’s
<me
for
ques<ons!