Objective:
Highlight the superior sound quality of the Buds2 and how they amplify both your audio moments and your style.
I created a positioning that countered the ‘tuning out’ narrative that competitors focus on with the idea of ‘plugging in’ to music and culture. Taking that idea one step further, my positioning zeroed in on the importance of earbuds as a means to self-expression.
“Immerse Into Your World”
integrates audio experience, culture and individuality in one simple message.
Result:
Samsung grew its TWS (True Wireless Stereo) market share from 6.7% to 7.2% in 2021, while key competitor Xiaomi’s share stayed flat and Apple lost roughly 5%.
