Case Study

Sennheiser needed to build awareness for it’s new subscription service Soundclub SF.

Client Spotlight

SoundClub was a headphone subscription test program by Sennheiser.

In 2018, Sennheiser launched its first pilot program to test the feasibility of a monthly headphone subscription called SoundClub. SoundClub looked to give consumers an option to pay a fixed monthly fee ($19.99/month) to have the ability to use one of several Sennheiser headphones including: Ambeo Smart Headset , GSP 500, GSX 1000, HD 1, Momentum True Wireless, and several other best in class audio equipment.

The model was established to allow a consumer to interchange headphones monthly to test various products – and then have the flexibility to purchase them at a later time – all at a fixed monthly price.

Campaign Overview

We focused on promoting the service on social to drive awareness and sign-ups.

Single Origin partnered with SoundClub to help run digital advertising campaigns on social media to help launch the beta of the program. Our account management and design departments helped develop messaging, target markets, and ad imagery + copy while setting up the campaigns.

Audience Discovery + Segmentation:
We launched initial campaigns to target users and audiences with specific affinities to audio equipment, commonly known as “audiophiles.” Based on interactions with ad sets, that include video ads, our team set up retargeting campaigns to help drive leads and conversions.

Based on conversions from these campaigns, our team was then able to create look-alike campaigns to further optimize the efficacy and performance from an engagement and cost per acquisition perspective. The channels we tested were Facebook and Instagram.

Partnership Results

The campaign drove over 360 conversions with a $13 CPA.

The testing of our first campaigns proved concept extremely quickly. Using a combination of top of funnel + audience targeting + retargeting campaigns, our team was able to provide a net positive outcome on ad spend for SoundClub within the first 2 months of a first time campaign.

The initial market was geo-targeted to only the greater San Francisco Bay Area, and proved to be successful.

Using years of experience in ad buying and creative messaging, our team executed and exceeded expectations even during the beta-phase for the client.

Testimonial

Don’t just take our word for it.

Working with Single Origin was a seamless experience. Their team was extremely responsive and knowledgable in digital advertising – especially in social media. They quickly immersed themselves as an extension of our team and understood our market, audience, and offerings within the first few weeks of our engagement. It was a pleasure partnering with them on these campaigns and I’d highly recommend them for anything related to digital marketing and advertising.

Sonny Wauters
Sennheiser
Marketing Director

Working with Single Origin was a seamless experience. Their team was extremely responsive and knowledgable in digital advertising – especially in social media. They quickly immersed themselves as an extension of our team and understood our market, audience, and offerings within the first few weeks of our engagement. It was a pleasure partnering with them on these campaigns and I’d highly recommend them for anything related to digital marketing and advertising.

Sonny Wauters
Sennheiser
Marketing Director

Game on.

It’s time to take your marketing, advertising, and branding to the next level.

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