Challenge

Musical Fidelity, a well-respected British Hi-Fi specialist, launched its first range of headphones in the UK and brought in Muckle Media to generate interest from the technology and consumer press.

Strategy

We placed the EB-50 headphones with journalists at a variety of tech, lifestyle, luxury and national publications, emphasising the fact that these headphones aren’t your standard in-ear headphones, but coupled with stylish design and phenomenal sound. We aimed to secure reviews and competitions in these various outlets to reach to widest possible audience.

We adjusted our pitches in time with special events such as Father’s Day, Valentine’s Day and Christmas, with the EB-50s offered as the perfect gift solution. We also led social media activity, posting links to reviews and news stories relevant to the music industry, as well as contacting celebrities who had received the headphones.

Results

We have achieved coverage in a wide range of online and print titles including London Evening Standard, Sunday Express, The Independent, Latest Gadgets, British Airways Business Life, Shortlist, GQ, Mobile Choice, Metro, Sunday Mail, Trusted Reviews and many more.