RICK OWENS

X SONOS COLLABORATION

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Full Version

Focus

CO-BRANDING & INTEGRATED MARKETING COMMUNICATIONS

Year

2024

Skills

Market ResearchCustomer SegmentationIMC PlanningCampaign DevelopmentBudget ManagementGuerrilla MarketingEvent Strategy

Info

Developed a strategic co-branded capsule collection merging Rick Owens' aesthetics with Sonos' premium audio technology. The collaboration resulted in a limited-edition audio collection featuring dark architectural designs. Created a comprehensive 6-month integrated marketing communication strategy covering pre-launch, launch, and post-launch phases, including pricing segmentation, distribution strategy, and omnichannel activation plan.

Highlights and Contributions:

Project Leadership: Led 5-member team through 4-month collaboration development process.

Brand Analysis: Conducted in-depth research on both brands and their existing 4Ps (Product, Price, Place, Promotion) and target markets.

Campaign Strategy: Developed innovative marketing campaigns including guerrilla marketing, influencer seeding, and launch events across two key markets.

IMC Planning: Created day-to-day integrated marketing communications calendar for pre, during, and post-launch phases for all online and offline communication touchpoints.

Product Strategy: Contributed to 15-SKU collection development with pricing segmentation and distribution strategy aligned with target customer profiles.