The Back Story

Sennheiser is a leading name in the audio industry. They produce aspirational, premium quality audio equipment, aimed at professionals and other discerning customers. Sennheiser Gaming is the only audio company that is part of both recording and delivering the sounds for games. The quality of the products inspires loyalty in its users, who understand that Sennheiser employs superior technology to deliver a superior sound.

Sekkei Studio already has traction in gaming related industries, for example our collaboration with Ubisoft. Sennheiser therefore recognized Sekkei Studio as being capable of communicating well with a Chinese audience in this market. As Sennheiser already has a high quality user base in other countries, Sekkei Studio has helped them to develop their presence in China, raising brand awareness and informing the Chinese audience of their products.

The gaming market in China is huge. Sennheiser’s range of gaming specific headphones are therefore ideal for the Chinese audience.

Strategy

One critical question was how to bridge the gap between online and offline events. Synchronizing online and offline traffic is vital to ensure that as many people as possible are aware of the brand. This was dubbed the O2O (Offline to Online) strategy.

China Joy Campaign

China Joy Campaign

The China Digital Entertainment Expo, known as China Joy, is one of the biggest anime electronics Expo in Asia. The show welcomed 340,000 visitors in 2017, and various brands showcased during the expo including Sennheiser. Sekkei Studio proposed that the opportunity to drive the O2O strategy. We set up an ‘interactive zone’ and focused on brand's WeChat activation. Attendees could try out products, experience the quality for themselves and take pictures with the merchandise. Visitors were encouraged to scan a QR code leading to Sennheiser’s WeChat account. This allowed us to convert offline onto online traffic. The WeChat account communicates engaging content about brand and products, and gives followers opportunities to win prizes. We encouraged attendees to upload a photo at the Sennheiser booth on site for the opportunity to win a Sennheiser headset worth 1,699 RMB. During the 3-day Expo, we attracted 587 new followers and gave away a set of GAME ZERO headphones to 3 lucky fans.

Results on WeChat

1

Post

587+

Fans

328+

Views

KOL Campaigns

Sekkei Studio arranged 3 KOL Campaigns for Sennheiser. KOLs are highly trusted in China, and can have millions of followers who watch their content and rely on their opinions when purchasing products. Throughout all collaborations with KOLs, we act as the gatekeeper to make sure that the content produced is on-brand and of high quality.

Leveraging KOL followers

Our community manager identified and successfully built a rapport with a highly relevant KOL called Tianhui@DOTA, who is an enthusiast of the game DOTA2. He is a superstar gamer with over 2.3+million followers. This KOL was already a fan of the brand, and we recognized that his followers are within the target audience for Sennheiser gaming products. We therefore launched our first collaboration.

We sent Sennheiser Gaming’s latest products to the KOL, including two sets of top of the line headphones, one set for him to use during his daily game playing/live streaming session and the other to be promoted to his followers through a lucky draw. The KOL, with authority, asked his followers to follow the Sennheiser account and share with one of their friends to be in with a chance of winning the premium pair of top line gaming headphones.

Leveraging KOL followers

Results in one month

1

Post

260k+

Views

700+

New followers

1.8k+

Engagement

15+%

New users acquired

Collaborating with parallel platforms

Collaborating with parallel platforms

JD.com is a strong retailor for electronic products and represents many brands, including Sennheiser. In the realm of online gaming, JD.com satisfies gamers' needs in one place. JDG (JD Gaming) was founded in 2017 and is dedicated to gamers, with the gaming team expanding rapidly in just one year. The current team plays DOTA, LOL, PUBG, OverWatch and other globally popular games. JDG has 50,000+ fans, whom are identified as Sennheiser Gaming potential customers. On 12/12, JDG teamed up with other brands complimentary to Sennheiser to create a lucky draw campaign. Sekkei Studio proposed Sennheiser to partner with JDG by sponsoring a set of Sennheiser GAME ZERO headsets as one of the lucky draw prizes, and to produce a video about the hero product. The video published by JDG generated high number of views and brand awareness. The collaboration attracted a number of new followers who are highly relevant to the brand.

Results of the five day promotional period

1

Post

3,406+

Engagements

336,000+

Impressions

Exploring diverse platforms

Sekkei Studio has utilized different platforms to communicate Sennheiser’s story to the Chinese audience. Our community manager built a relationship with another KOL called Lance, who plays the globally popular game Counter Strike. Lance live streams his gaming sessions using bilibili.com, a Chinese video sharing website popular with gamers. Bilibili’s users are a strong source of potential Sennheiser buyers, and through this KOL we were able to reach out to them to demonstrate the value of Sennheiser Gaming’s products.

Lance was the first person to receive the latest model of a high spec set of headphone, which had not yet been released in China. He successfully created an unboxing video for Sennheiser Gaming under Sekkei Studio’s guidance. Lance’s fans were able to watch as he tested and reviewed the product, and he encouraged his fans to follow the official WeChat account, so that they could be informed as soon as the model was released in China.

Exploring diverse platforms

Results on WeChat

300+

Fans

300k+

KOL fans

1,000+

Engagements

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