We needed to convey a story where fun meets function. In a product segment couched in stats and performance, we instead wanted to celebrate the joy of working up a sweat. Something that all consumers, regardless of fitness level, can identify with.

We put the spotlight on the one product benefit that competitors didn't focus on – sweat resistance. This suited the headphones really well. The fabric parts are washable and will always be as good as new after a wash.

We celebrated the sweat-proofness by creating a ‘Limited Sweat Edition.’ Each unique pair of headphones was worn by one of seven popular influencers for a workout, and after being drenched in sweat, were sold to ”lucky” fans online - Sweat Included.

We enlisted the help of 7 influencers from our target markets (US, UK, DE, FR, Nordics), to sweat in a pair of active headphones and post about it online, as well as give us their sweaty pair of headphones to sell on an online pop-up store. In the store we released one of the 7 pairs of headphones every 4 days between the 25th of May - 17th of June 2016. We also featured visuals and info about the influencers individual work out - the story behind their sweat.

To add more to the PR story, we also created the ultimate sweat test for the headphones and three of the influencers who got to sweat out their pair in the blistering heat of the Mojave desert. This was filmed and spread to media online during the campaign period.

We attracted online media in every target market (US, DE, FR, UK, Nordics) and outlet category (Fashion, Music, Sports). The campaign ROI was fantastic, for every dollar invested, we got 18 dollars back in earned media. In less than 4 weeks, we got 440 million impressions or an equivalent of a media net 5.1 million USD.

When the campaign reached its peak, we set a new sales record. During the best week we sold approx. 15% more headphones in total and on each market than before or after the campaign period.

And, of course, all seven limited edition headphones sold out within a week of their release and the proceeds were donated to charity.