TONE Free, a latecomer, launched globally in the second half of 2020 to a market already monopolized by a handful of competitors.

Since 2021, sophisticated in-market focused targeted campaigns were conducted to drive sales.

While interest and sales increased during the campaign, brand interest did not continue afterwards, and both interest and sales dropped to pre-campaign levels.

Since personal audio products has high brand dependence, it was necessary to build brand presence through continuous reinforcement of brand strength, and not rely on one-off, short-term campaigns to achieve brand competitiveness.

With this in mind, 2022 campaign had the goal of enhancing brand strength, and increasing brand search volume was the main KPI to evaluate the formation of market presence.

We calculated BSI as the main key indicator to see our brand position relative to that of our competitors, and established KPIs to improve brand search volume and position within the market.

Through two campaigns in 2022, Germany reached the target of 15M during 1H and 14M during 2H (70% and 65% of the 25~44 population). The campaign resulted in 26% search index increase compared to the PY and received Best in Class rating on Google BLS.

During the period with no campaign, the search index increased by 40% vs. PY, which led to a sales increase (increased by 75% compared to 2021).

During November 2022, Germany's earbud market decreased by 30%, but our sales increased by 60% compared to PY, and achieved market share of 3.6% (80% increase).

Competitor's model appeared on the related search terms for Google Trend, and our brand name appeared when searching competitor's and category keywords, showing a successful entry into the customer purchase consideration phase.

Video creative was 2022 YouTube Works finalist, and participation challenge was selected as Meta Best case and was awarded advertising coupons.