For a historic brand like Braun, design sits at the heart of everything we believe and do. So for Braun’s centenary (2021), we saw an opportunity to celebrate and revive our rightful place in design, for the past, present and future. The challenge: how can we put Braun on the radar of the global design community once again and grow our appeal amongst a younger generation. By partnering with some of the world’s most respected designers we managed to amplify our message and design POV up in popular culture for the first time.

The budget allocated for this campaign was $200k.

To engage the global design community and put our brand story on their radar, we teamed up with go-to design publication Highsnobiety to create a unique capsule design collection, comprising a range of apparel, as well as several co-branded items from Braun’s legendary catalog of products.

In addition to the co-branded capsule collection, Braun and Highsnobiety auctioned off the iconic Wandanlage Hi-Fi system, via eBay, with the proceeds benefiting a local, community-focused organization in Germany, once again bringing attention to Braun’s core belief that ‘Good Design Matters’.

The Braun x Highsnobiety partnership is built on three guiding themes: simplicity, functionality, and durability. The apparel falls under the first theme, featuring imagery of Braun’s most famous products, taken directly from the archives, keeping graphics and branding to a minimum. The Braun x Highsnobiety products are functional and designed to be incorporated into your daily life, while the vintage items being auctioned and raffled off are testament to Braun’s focus on creating timeless products — both in regard to design and quality.

- PRODUCT DROP: 54.56% Average Click Through Rate vs. 4% Average Benchmark

- IMPRESSIONS TOTAL: 3,020,745 (+159% vs forecast)

- ENGAGEMENT TOTAL: 59,939 (+484% vs forecast)

- The Wandanlage at auction sold for EUR 28,050,00

- 61 social media posts across Highsnobiety platforms, 4 editorial articles, 2 newsletter posts

- 41 Instagram Stories and 1 Instagram Grid Post shared by 21 Influencers - Combined following of 1,032,626