CHALLENGE

With over 70 years of experience, AKG is one of the industry’s foremost innovators of microphones and headphones. But that’s only half the story. They also produce lifestyle headphones that live up to their pro heritage and meet the needs of modern creatives.

AKG was looking to increase awareness of their pro and lifestyle products, grow their followers in high-growth-potential areas and establish a unique look and feel for the brand—all while sharing the same social accounts for both divisions.

Additionally, the AKG brand underwent two ownership changes during our engagement, requiring close community management and support to avoid any negative brand sentiment.

SOLUTION

Amplify worked closely with AKG’s international team to humanize the brand, put AKG in touch with its target audience and produce exponential social growth.

Our comprehensive social media strategy included establishing new brand guidelines, creating a mix of high-quality original and user-generated content, implementing a consistent posting cadence, daily community management and strategic boosting.

Content

Amplify conducted regular lifestyle photoshoots to ensure the social accounts maintained a cohesive look and supported our daily posting cadency. We also utilized user-generated content to showcase fans of the brand, and started influencer relationships with top contributors. Our UGC efforts laid the foundation for the AKG ambassador program which includes Quincy Jones and a host of up-and-coming talents.

Community

Daily community management allowed Amplify to quickly address customer questions, issues and affect positive brand sentiment. We were able to improve the social response time from over a week to within minutes.

This hands-on approach proved invaluable when AKG underwent two changes of oversight—closing their headquarters in Vienna and moving operations to HARMAN facilities, as well as the Samsung acquisition. We were able to address the public’s concerns about brand integrity, dispel rumors, and quell any potential issues.

Strategic Boosting

Top-performing posts were assessed on a weekly basis, geo-targeted to high-growth-potential areas and boosted. This facilitated growth, increased product awareness, and reached new customers who purchased products as well as fed the content pipeline by contributing UGC.

RESULTS

• Grew social accounts exponentially, including 10x growth on Instagram
• Expanded followers in key target countries by 20-50%
• Produced 500+ high-quality lifestyle images, graphics, and videos
• Successfully launched 20+ new products