“Reaching luxury audio enthusiasts through five-star reviews”

1.1B

Impressions

57

Media Placements at the time of launch

265

Total Media Placements

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Situation

Focal, a leading French speaker and headphone manufacturer, was launching a new high-end headphone line in the U.S. with three unique headphones at three different price points – $249, $999 and $3,999. The goal was to generate as much positive media and review coverage for each headphone with a limited number of media samples available. Additionally, Utopia by Tournaire was later introduced at CES 2017 as the World’s Most Expensive Headphones at $120,000 USD.

Strategy

Focal utilized MBA to launch the headphone line in the U.S. market through a NYC media tour, Pepcom media event and 6-month reviews program focusing on top audio, tech and lifestyle media. In addition, MBA assisted Focal with the Utopia by Tournaire announcement and media event at CES 2017.

Results

  • Secured 57 media placements at time of headphone launch for over 300 million impressions
  • Provided hands on demos of the three headphones to over 35 media members at Pepcom media event
  • 265 total media placements for over 1.1 billion impressions in 6-month headphones reviews program
  • Secured 40 media members to attend the Utopia by Tournaire event at CES 2017 with coverage from top outlets What Hi-Fi, TechRadar, Pocket-lint, Men’s Journal, Yahoo! Tech, Stereophile and Chip Chick
  • Earned “Best of” awards and reviews across 10+ top media targets

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