B&O PLAY — Building a Digital Brand Through Content
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A presentation from Internet Week Denmark 2016 on how we're building B&O PLAY (The rebel child of Bang & Olufsen) to be an online driven lifestyle brand with the help of content marketing. Specifically this deck is a case study on the project Portraits: 'A photographic exploration of the synergies between consumer wearables and fashion '. The project is combining six B&O PLAY headphones and six up-coming fashion designers into six highly visual stories to tell across digital platforms and a physical event at Copenhagen Fashion Week.
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B&O PLAY — Building a Digital Brand Through Content
- 3. WHO AM I? — JAKOB KAHLEN Creative Director, 1508 Creative Director, Storyplanet NYC Creative Director, Hello Monday Global Creative Director, B&O PLAY Creative Director & Founder, Trouble —
- 4. B&O PLAY — CONTENT MAKETING — BUILDING A DIGITAL BRAND —
- 6. WHAT IS B&O PLAY — · REBEL CHILD OF BANG & OLUFSEN · HEADPHONES & PORTABLE AUDIO SYSTEMS · MISSION: POSITIONED AS A LIFESTYLE BRAND · THE BRAND IS INHERENTLY DIGITAL —
- 9. LIFESTYLE BRAND PRIMARILY DIGITAL CHANNELS URBAN CREATIVE PROFESSIONALS CONTENT MARKETING+ + = Mission Channels Target audience Strategy
- 11. HOW PRODUCT PHOTOGRAPHY BECOMES CONTENT — Product —
- 13. Design process
- 14. Under the hood
- 15. Into the details
- 16. HOW THE PRODUCT CONTEXT BECOMES CONTENT — Context — IN THE HOME (Audio systems) ON THE GO (Headphones + bluetooth audio)
- 17. In the Home: Styled photography
- 18. In the Home: Editorial photography
- 19. On the Go: Styled photography
- 20. On the Go: Editorial photography
- 21. — Culture — EDITORIAL PLATFORM: JOURNAL MUSIC & SOUND DESIGN & CRAFTSMANSHIP STYLE & FASHION
- 23. Music
- 24. Fashion
- 25. Crafts
- 27. — THE BRIEF —
- 28. BRIEF — How do we showcase our portfolio of headphones as fashion accessories during Copenhagen Fashion Week? —
- 29. IN OTHER WORDS… — A brand positioning exercise —
- 30. — THE CONCEPT —
- 31. CONCEPT — A photographic exploration of the synergies between consumer wearables and fashion Six B&O PLAY headphones. Six fashion designers. Six stories to tell. 1 photoshoot 1 cphfw event Lots of content! —
- 32. H8 H2H7 Form 2i H3H6 THE HEADPHONE RANGE PROCESS DOCUMENTS
- 33. Vibskov x H2 – Contrast – Classic patterns – Graphic PROCESS DOCUMENTS
- 34. Irina Benetyte x H7 Grey – Space craft – Weightless – Mirrors & Lights – AluminumPROCESS DOCUMENTS
- 35. Nicholas Nybro x H6 Natural – Nature extreme – Earthy colors – Renaissance painting PROCESS DOCUMENTS
- 36. DESIGNERS — ANNE SOPHIE MADSEN IRINA BENETYTE STRANGE NICOLAS NYBRO SAKS POTTS HENRIK VIBSKOV —
- 37. EXPERTS — UFFE BUCHARD CREATIVE DIRECTION BO EGESTRØM PHOTOGRAPHER MARIANNE JENSEN HAIR ANNE STAUNSAGER MAKEUP DENIS BJERREGAARD SET DESIGN —
- 38. Double click to play
- 50. PHYSICAL EXHIBITION THREE CONTENT DESTINATIONS DIGITAL EXHIBITION SOCIAL MEDIA, JOURNAL & PRESS
- 51. PHYSICAL EXHIBITION THREE CONTENT DESTINATIONS DIGITAL EXHIBITION SOCIAL MEDIA, JOURNAL & PRESS
- 55. Double click to play
- 56. PHYSICAL EXHIBITION THREE CONTENT DESTINATIONS DIGITAL EXHIBITION SOCIAL MEDIA, JOURNAL & PRESS
- 59. PHYSICAL EXHIBITION THREE CONTENT DESTINATIONS DIGITAL EXHIBITION SOCIAL MEDIA, JOURNAL & PRESS
- 60. 6 DIFFERENT ‘BEHIND THE SCENES’ FILMS FOR SOCIAL CHANNELS
- 61. 80ies inspired Hollywood make-up
- 64. TELLING THE DESIGNERS STORIES — INTERVIEWS ON THE JOURNAL —
- 66. THE AUDIENCE IS TAKING THE OFFLINE EXHIBITION ONLINE — INSTAGRAMS FROM THE EVENT —
- 74. — GUIDING PRINCIPLES — CONTENT MARKETING AS A BRAND POSITIONING TOOL
- 75. IT’S NOT ALL ABOUT SALES — Think followers, not leads — BECOME YOUR OWN MEDIA
- 76. COMMUNICATE WTH AUTHENTICITY — Your obsessions needs to be real and your passion needs to shine through —
- 77. SMALL BRANDS NEEDS TO SHOUT LOUD — Rather over the top, than under the radar —
- 78. A BIGGER PURPOSE — Use your voice for something bigger than yourself —