Marketing in the News: “Find your Frequency” with Skullcandy
There is a new way to connect with yourself and with your favorite headphone brand. According to this article, Skullcandy highlights music, authenticity, and self-expression with the new “ Find your Frequency” campaign.
I wanted to write about this marketing campaign, first because I love music, and I really like the idea behind this campaign. It explores a really important theme for me: your own self! Yes, I think it’s very important to love and connect to yourself in a way that only you can do.
Skullcandy caught my attention a while ago when I was looking for a pair of headphones to buy. From my own experience testing them, I noticed their products are reliable, quite innovative with very affordable prices. The only reason I didn’t purchase one that day was that it was sold out. I think this is a good sign, isn’t it? Anyway, let’s dive into the brand news.
The campaign, “Find your frequency”, was announced on April 5th, and will last throughout the year. Each month, artists' performances, athletes' collaborations, and limited products will focus on connection, self-expression, authenticity, and creativity.
Since inspiring people is the goal, Skullcandy will continue to rely on its ambassadors, like the snowboarders Zeb Power and Taylor Lundquist, to share their unique frequencies. In April, the first brand’s topic will focus on connection. You can already visualize some content on the brand’s social media, and I’m very excited to see what is coming up in the next few weeks.
I believe Skullcandy focuses on younger consumers. They want to empower their fans to focus on and connect to, themselves. To understand the brand’s value proposition, a little background: the company was created in 2003 in Park City, Utah. The founder, Rich Alden, had an amazing idea along with a background in snowboarding. Investing in product quality, innovative design, and audio technology, Skullcandy got to be in the top number one selling wireless earbuds for less than $100.
Their mission has always been music, and in doing so, they have been rebuilding their company culture through their passion and innovation. The marketing relevance of this campaign describes the use of storytelling to interact with fans through social media.
I have to say that the brand faces a big challenge due to the vast competition, especially from the big companies in the market. What has caught my attention is that the brand has done similar campaigns in the past. In 2019, for example, they released “12 moods”, which was a marketing campaign celebrating the power of music. Each month they released exclusive music content, artists’ performances, and mini-documentaries. They had a very significant impact on this campaign increasing over 175% in E-commerce revenue, 93M impressions, 20.4M video views, and 135K new Instagram followers.
I think what they’re doing is great. However, I think it would be more interesting if the brand explored other marketing strategies. My idea would be to partner with music festivals around the country, creating silent discos (parties, where people dance to music, played on wireless headphones) in which Skullcandy would provide the wireless headphones.
This real marketing campaign helped me learn how it’s important to focus on your direct buyer through digital marketing instead of focusing on product marketing, especially when your buyer persona is such a young audience who usually deals with the internet on an everyday basis. I think the Skullcandy 2019 campaign is a good example of that. I learned that it is important to explore new creative ways to keep the interaction with consumers fun and meaningful.
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