CLIENT

Teufel is Europe’s largest direct seller of audio products. Its wide range of products includes home theater systems, TV sound solutions, multimedia systems, classic Hi-Fi, headphones, Bluetooth and speakers with Raumfeld’s in-house streaming technology.

OBJECTIVE

Relaunch the brand in Spain

In April 2022, 121PR takes charge of turning the brand into a reference for the Spanish audio market. In Spain Teufel products are available on its own website and in some online distributors. The consultancy is in charge of establishing a more expansive media strategy with more demanding objectives.

STRATEGY
  • To increase and reinforce the development of press releases with the detection of new media and journalists.
  • Proactively launch of new products and device releases that had not been released before in the Spanish market.
  • Creation of a program for product testing and rotation, which helped us to strengthen the brand’s relationship with the most specialized media.
  • Development of the ”Newsjacking” technique to promote appearances on established dates and their bazaar sections (Black Friday, Christmas, summer…).
  • Communication of discount campaigns such as Novembermania or Christmas to general and lifestyle media, thus expanding the portfolio of journalists.
  • Contact with Influencers to gain greater impact in social networks.
  • Search of specialized events in the sector to increase brand awareness.
ACTIONS

From April to December 2022, we worked hand in hand with technology, general and lifestyle media to reinforce Teufel‘s brand image. During this period, 19 press releases have been produced, available at this link.

Collaboration with influencers and test program

  • As a result of our work with influencers, the brand’s social media presence has increased positively.
  • The lifestyle influencer Juan Arcones (@juanarcones – 27.5 K on Instagram) published 8 stories showing the ULTIMA 20 model and the YouTube channel De Tranquis published a video-review of the ROCKSTER GO.

Testing program

  • A product testing program was implemented, identifying key media, channels and journalists so that they could test the quality of the devices first hand. In 9 months, 48 reviews in a very positive tone have been obtained.
RESULTS
  • In 9 months we have achieved more than 200 hits in the media, as a result of the different actions with public relations and communication.
  • This coverage has a potential reach of 1,244,907,624 visits and an equivalent advertising value of 4,465,415€.
  • The established review program has provided a total of 48 reviews and 16 bazaar appearances.
  • Also it was achieved 1 interview in Computer Today with Sascha Mallah, CEO of Teufel.
  • Teufel participated as a sponsor with its own booth at the first edition of Oktobertech, an event where the company had the opportunity to meet with more than 70 media and specialized journalists.

KPI

The agreed objectives have been successfully achieved or even, in some cases, exceeded:

  • 22 hits per month on average (initial KPI: 10-15)
  • 6 mentions per month on average in TIER 1 media (initial KPI: 2-3)
  • 6 reviews in bazaars per month on average with the Product Testing Program (initial KPI: 4-5)
CONCLUSION
  • The use of communication strategies for old products that had not been officially launched in Spain, as well as new products, have served to increase the brand’s media presence.
  • Working with brands that manufacture technological devices means reinforcing that value to show the virtues of the product to the media. The test program has helped us to strengthen our relationship with journalists and to increase the brand’s presence in the spanish media.
  • At 121PR we are always looking to go one step further with our clients and we decided not to focus exclusively on technological media, with excellent results. Discount campaigns such as Novembermania or Christmas have obtained very good coverage in general and lifestyle media.
GRAPHIC MATERIAL