Situation
Black Friday and Cyber Monday represent the most competitive retail period of the year for consumer electronics brands. Audio‑Technica partnered with lotus823 to ensure its premium headphones stood out in a marketplace crowded with promotions and limited consumer attention.
Challenge
Success required more than offering discounts. The campaign needed to generate trusted editorial coverage, creator advocacy and high-performing digital engagement that inspired consumers to act during a narrow buying window.
Insight
Holiday shoppers are overwhelmed with promotions. The brands that break through combine credible recommendations with coordinated messaging delivered consistently across earned, owned and paid channels.
Strategy
lotus823 built an integrated holiday campaign that combined media relations, influencer partnerships, social media content and paid advertising around one unified promotional strategy. Each channel reinforced the others, extending reach while driving qualified traffic to key retail offers.
Results That Matter
- 272M+ campaign impressions
- 10M+ social impressions from earned media coverage
- 3 influencer partnerships reaching 1.2M accounts
- 192K+ video views, 9K+ website clicks and a 22% higher click-through rate versus the previous year.
Why It Mattered
The campaign demonstrated how integrated communications can transform a seasonal retail event into a measurable business opportunity by combining trusted voices, compelling offers and disciplined execution.
