Pioneer: Social Campaign

01 — The Challenge

Pioneer struggled to compete in existing markets as leading car manufacturers upgraded their own in-built sound systems which were harder to remove - reducing Pioneer's market share and sales.

Selling through distributors, Pioneer couldn't effectively promote its product range or their differentiating selling points - such as the larger than life bass, or Bluetooth connectivity.

As general awareness of Pioneer products dwindled, so did sales, as cheaper alternatives flooded the market.

02 - The solution

Pioneer's audience are generally tech savvy or car lovers - making a good sound system a must. For these users, Pioneer is a fashion statement.

To embody these values our content too, had to be modern - and most importantly dynamic to grab attention with a certain level of shock value.

The core problem was that users were not aware of Pioneer. So, we aimed to excite users, persuading them to: #AskForItByName.

Distributors would not push Pioneer's products; so the campaign lifted the sales model on its head; instead asking fans to insist on a Pioneer product by asking for it by name in stores.

03 - The Result

Sales increased 110% across the region and 320% in focus markets - significantly outperforming targets and achieving a substantial ROI.

In just 8 months and on a modest total ad budget of $20,467, a Facebook and later Instagram page was launched, amassing 83,169 fans.

Cost per fan on Facebook was as little as $0.21 and $1,89 on Instagram with a large number of fans engaging with Pioneer and becoming a fan after seeing individual posts boosted.