ORBA 2 CASE STUDY
Overview:
This project was completed during my tenure as Head of Digital Marketing at Artiphon and marked a significant evolution in the brand’s approach to market positioning. The campaign concept centered on creating a powerful sense of FOMO (fear of missing out), positioning Orba as the ultimate tool for enhancing mindfulness and creativity. The goal was to broaden Orba’s appeal beyond musicians, showcasing how effortlessly it empowers anyone to create music, regardless of skill level.
Key Features Highlighted:
- Easy to Play: Immediate music-making with an onboard speaker, accessible even to non-musicians.
- Gesture-Based Modulation: Modulates sound through gestures and responds to light touch for expressive play.
- Always in Tune and On Beat: Simplifies music creation by eliminating technical barriers.
- Portable Design: Compact and easy to carry, perfect for creativity on the go.
- Built-In Recording: Allows users to record songs directly on the device for seamless idea capture.
Results:
This holistic marketing effort redefined Orba’s identity, broadening its appeal and capturing a wider audience of creative enthusiasts. The cohesive integration of ads, emails, and the landing page ensured a consistent, compelling message, solidifying this campaign as one of Artiphon’s most impactful initiatives.
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Orba 2
Landing page
Email Campaigns:
The email strategy reinforced the campaign’s core themes while driving urgency and engagement. Each email spotlighted a key feature of Orba, using relatable use cases and testimonials to demonstrate its accessibility and potential. Dynamic visuals and embedded videos brought the product to life, while bold calls-to-action guided recipients to explore more or purchase. Strategic segmentation ensured tailored messaging for different customer personas, maximizing relevance and impact.
Emails that go beyond “buy my stuff”
Email Campaigns:
The email strategy reinforced the campaign’s core themes while driving urgency and engagement. Each email spotlighted a key feature of Orba, using relatable use cases and testimonials to demonstrate its accessibility and potential. Dynamic visuals and embedded videos brought the product to life, while bold calls-to-action guided recipients to explore more or purchase. Strategic segmentation ensured tailored messaging for different customer personas, maximizing relevance and impact.
Advertising that speaks to the customer
Ad Campaign:
Collaborating with the content team, we crafted a resonant message: Boredom is an opportunity for creation, not just mindless scrolling. The tagline, Why scroll when you can create? encapsulated Orba’s ability to transform idle moments into creative opportunities. The ad emphasized the importance of sound, urging viewers to turn their audio on for a fully immersive experience. For those unable to listen, we incorporated clear visuals and UVPs to convey Orba’s simplicity and versatility. This balanced approach ensured the campaign resonated deeply with diverse audiences, becoming the best-performing campaign in Artiphon’s history.
Sustaining material
To sustain customer relationships and strengthen the brand, I developed comprehensive materials and experiences that extended beyond the initial purchase, fostering loyalty and engagement. This included a manual, support pages, and a welcoming unboxing experience.
