To celebrate their 100th anniversary, Denon turned to theConspiracy to help reignite the brand and steal back market share lost to key competitors like Bose, Pioneer and Yamaha. To drive word-of-mouth conversation and brand relevancy, theConspiracy developed a social media campaign with custom, branded, engaging content around up-and-coming musical artists. We then syndicated this content to top audio and music blogs and online magazines, as well as partnering with the artists themselves to get the (Denon) word out to their fan bases.
During the first 3 months there were over 135,000 social media conversations around Denon, reaching over 2.5 million people. During this period, Denon became the #1 most talked about brand on social media within their category, and achieved double-digit sales growth for the first time in 5 years.