To increase their global brand awareness AIAIAI introduced the Real Booty Music project, an experiment that made a new track in an unusual manner. The goal was a project that got widespread coverage and reached a new audience. But without paid media or media-spend.

The overall idea was to let the DJ Branko, technology wizards Owow and Twerk Queen Louise to make a new track by using the movement of buttocks to build the beat.

The end result is new music for the dancefloor and, of course, the headphones. More to the point: it places itself firmly in the rich heritage of bass-driven club culture where dancing and booty-shaking are the main event.

Placed somewhere in the intersection between high-brow and low-brow, technology and music, seriousness and fun, this is music made by the booty - for the booty.

A long list of credible and popular media shared the news, due to a determined and focused PR work. From Fast Company, Engadget, Creators Project, PSFK, Adweek, Playboy, Metro and Daily Mirror to rapper Lil' Wayne posting the video to his 56 million Facebook fans.

1.2 million views on YouTube, Millions of views on Facebook. Thousands and thousands of likes, shares on Facebook, Twitter and other social media. 70,000 plays / 13,149 downloads of the track. 75% increase in Webstore traffic. All resulting in thousands of new fans, and increase in both awareness and sales.

The goal was to get a project that, not only got the right widespread coverage, but also reached a new audience. A lot of time was taking into studying what works or “travels” well online. Securing and listing the key media in order to get the project shared the right way.

But also exploring whether it’s possible to change the perception of twerking through placing it in a technology-driven, creative context and letting the dance "do the talking".

1.2 million views on YouTube (AIAIAI channel)

7.4 million views on Facebook (AIAIAI + DJ Jenil FB page)

400K video views on other media (Worldstarhiphop, Daily Mirror and Ekstra Bladet)

228K teaser video views on Facebook. (Buraka Som Sistema FB page)

60,000+ likes and shares on Facebook, Twitter and other Social Media (Tumblr, iFunny, Google +)

70,000 plays / 13,149 downloads of the track, 'Cascavel' (Microsite/Soundcloud)

40% increase in followers on Soundcloud.

50,000+ visitors in direct traffic to the microsite. (realbootymusic.aiaiai.dk)

75% increase in AIAIAI website/webstore traffic. (aiaiai.dk)

The reach of the selected PR exceeds 261.9 million.

All resulting in thousands of new fans, and a great increase in both awareness and sales.

The PR plan was done internally, so first of we reached out to our close contacts and other key media partners, that we have secured over the years - on back of former projects and/or product launches.

Next step was sending out the press release to a larger group of people a week before the actual launch. Chasing journalists and sending requests. Giving few exclusives for influential media (Creators Project a.o).

On launch day we announced it on our own social channels (Facebook 45,000 - Twitter: 6,400 - Instagram: 11,000) and newsletter (6,800 Subscribers), made the involved artist share on their social media. As well as a big mail sendout to press.

PR work was around a month, with peaks before and after launch. As it snowballed - or had a viral effect so to speak - some of the attention was out of our hands, in a positive way.

With a production cost at around 100,000 DKK – Danish kroner (approx. $15,000 / €13,000) – no media spend or additional PR costs was involved. Only 2500 DKK was used to boost the official AIAIAI Facebook launch post.

Surely it was/is a great return on investment, when reviewing all key numbers.

Basically all the hard work, some luck and a little bit (or a lot) of booty-shaking action achieved all the great results and the massive amount of PR and earned media.

In other words it relied heavily on the actual content, sharability and context. Also on the quality of the PR approach, both with the media we have good relations with, but also for getting a foot in door for all the ones, not yet aware of AIAIAI.

The small Danish headphone makers, AIAIAI, needed to boost their global brand awareness, as they are mostly well-known in smaller segments: The DJ and music professional community - and among the design savvy. In other words get to new audiences and their eyes and ears. One obstacle: No media-spend or seeding budget.

AIAIAI had to establish the headphones in an unusual, surprising but also creative context. So first thing was to come up with something ‘not seen before’. It had to have the potential of reaching a new audience, without alienating the existing fans.

Something that had a relevance for the products, but also the followers. And something that could invite new people onboard, and make them interested in the company and the products.

After creating the content, AIAIAI actually waited quite a bit. From ideation to launch there was a very long period, waiting for the right moment. We knew it had a huge potential, but also the potential to be controversial: So we had to present it the right way, get credible and serious media to cover it first i.e the ones that are a gateway for mainstream media and other influencers to pick up from.