Case Study
B2C / Tech / Lifestyle PR

Hey, listen up! Laika for Skullcandy

Client

Skullcandy
www.skullcandy.eu

Project date

June 2021 - present

Services

B2C / Tech & Lifestyle PR

The results

28

MONTHS

300

ARTICLES SECURED

2.02B+

REACH

The brief

Already being the best-selling brand of stereo headphones and true-wireless headphones for under $100 in the US, Skullcandy asked Laika to support them with their plan of becoming the #1 brand for the youthful and adventurous audio consumers in DACH. With launches of their latest voice-controlled headphones up their sleeves, as well as concrete plans on reducing their carbon footprint and further promoting their popular Boundary Breakers, Skullcandy was interested in raising brand awareness specifically in top tier tech, but also sports, lifestyle, gaming and national media with the ultimate goal to push online sales.

The campaign

Since we still had some time prior to the big Skull-iQ launch, we decided to first get our close tech and lifestyle media contacts (re)acquainted with the Skullcandy brand. By providing them with test products and samples for raffles, we were able to generate a first media buzz. When Skull-iQ hit the market, the plan was to reach out to a handful of important tech journalists to pitch the news under embargo first, before conducting a wider distribution. Our strategy worked like a charm, and we were able to generate coverage from acclaimed tech media such as Heise and Netzwelt, but also from tech influencers such as AlexiBexi, and therefore reach Skullcandy’s desired DACH target audience. And yes: It definitely pays off, to have a former tech journalist and headphone junkie like Kamal among the Laika crew!

Soon after the Skull-iQ launch, it was starting to look a lot like Christmas. With Xmas raffle season upon us, various media outlets from the realms of sports, gaming and lifestyle were eager to get their reader’s hands on a set of the popular earpieces. However, we were missing nice fitting product shots of some of the headphones that were to be in the raffles. But, no problem for Laika! Our in-house photographer Julia immediately grabbed her photo equipment and “click, click” turned the Laika office into a proper photo studio. With the client being happy, and the editors being even happier, we were able to bring some holiday cheer by placing nice Christmas Skullcandy in advent calendar raffles of Runner’s World, desired and Nat Game, to name just a few.

We continued this success story in 2022 with placing reviews and tests in such prestigious lifestyle media outlets such as Bravo and Brigitte/Barbara whilst not neglecting our tech contacts at ComputerBase or Notebookcheck, to name but a few.

The results

Amongst others, one of the biggest highlights of 2022 was Skullcandy’s re-entry into the gaming world with the launch of their three new headsets SLYR, SLYR Pro and PLYR. While we of course were already in touch with many tech media outlets, we now had a chance to also talk specifically to gaming media and influencers. Again, the aim was to create as much buzz around the new product line-up. Meeting these expectations, we secured various clippings in strictly gaming related media such as Gamezoom and Gaming Deputy, and also managed to get coverage in wide-reaching outlets such as Basic Tutorials, Caschys Blog and N-TV.

Building on this and other achievements, 2023 brings more gear for your ear, amazing Boundary Breakers representing their communities of arts, music and sports, and more actions to make Skullcandy a more sustainable and eco-friendly brand. Stay tuned!