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No O02

FUGOO

Branding The 'Go Anywhere' Speaker

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No O02
Services
  • Brand Intelligence

  • Creative Development

  • Digital Engagement

Industry
  • Consumer Goods

  • 2012-2015

Branding The “Go Anywhere” Bluetooth Speaker

When FUGOO speakers launched in 2012, it had all the makings of a great product: 40 hrs of battery life, 360Âș sound, 100% waterproof, unmatched durability, and made by the same people who developed Bluetooth technology.

Yet with no ownable position in an overly saturated market, the consumer technology manufacturer turned to Magnetic to help its brand make some noise. To establish a strategy, develop customer personas and engage them content that connected with them. And here's how it played out...

fugoo rugged go anywhere bluetooth speaker branding
Go anywhere bluetooth speaker

Making Enough Noise To Be Heard

At the time we engaged with FUGOO, if you searched Amazon for “Bluetooth speakers,” you’d get roughly 50,000 results. Not exactly a welcome wagon for unknown brands. Nevertheless, the challenge was ours to solve. So how could we differentiate ourselves in a market where price, brand perception, quality, and feature sets vary so little from product to product?

During the intelligence phase, we found a gap in the market research that aligned our bluetooth speaker product with the outdoor lifestyle segment. The audience was looking for products built to outlast the elements like GoPro, Lifeproof and The North Face. We realized that as we locked into our unique selling proposition, defined buyer personas and identified worthy competitors that we had found their "True North". We discovered a segment of music lovers who were looking for the perfect on-the-go companion and we shifted our focus toward culture, not features.

Targeting a segment of outdoor adventurists and extreme sports fans, we positioned FUGOO as the GoPro of speakers – a Bluetooth buddy that could go anywhere, attach to anything, take a beating and keep on playing your favorite tunes.

man waxing his surfboard beach lifestyle speaker branding
man doing a backflip into the ocean bluetooth speaker branding
Fugoo is the perfect beach companion
You'll flip when you see how durable these speakers are

Designing A Brand For The Go Anywhere Lifestyle

We started from the ground up. As the Go Anywhere speaker, FUGOO’s brand creative had to embody an active outdoor culture and resilience in extreme situations. What emerged was a blend of product and lifestyle content that landed FUGOO in major retail aisles and ecommerce platforms.

assortment of various fugoo bluetooth speakers rugged branding design

Capturing Photography For Outdoor Adventurists That Tells A Story

Capturing an active outdoor lifestyle comes natural to us, and with our Southern California, South Africa and Colorado locations, we could easily shoot the speaker among beach, mountain, desert, and city settings. Every shot exposing the style, technology and durability of the speaker in real life settings.

We also shot lifestyle in Big Bear, Pasadena, and La Jolla.From our in-house studio, Magnetic’s photographers styled, shot, and produced a bank of product assets that would feed FUGOO’s social media channels, retailers, media, web properties, and print collateral.

Cliff diving
Sunset On the Cliffs
Winter Campout By The Firepit
Perfect for fishing adventures by Salt or Sea
Let's go climb something
Enough battery life to play til High Tide
01
Cliff divingSunset On the CliffsWinter Campout By The FirepitPerfect for fishing adventures by Salt or SeaLet's go climb somethingEnough battery life to play til High Tide
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girls at the beach bluetooth beach lifestyle branding

Oh The Places You'll Go And Take Your Music Along

Our in-house production crew set out to capture the brand in action. We believe in the mantra, "show me don't tell me". So our concept: to equip rad people with a Go Anywhere speaker, and get the hell out of their way and capture everything. What resulted was a collection of dynamic brand and product videos that FUGOO used across digital, social, event activations and media.

beach lifestyle shot for bluetooth speaker branding
FUGOO STYLE
FUGOO STYLE
FUGOO SPORT
FUGOO SPORT
FUGOO TOUGH
FUGOO TOUGH
FUGOO TECHNOLOGY
FUGOO TECHNOLOGY

Creating Demand You Can See And Hear

Culture first with authentic product integration. That was our approach to FUGOO’s product lookbook, an award-winning piece of collateral that empowers FUGOO sales teams. The balance of lifestyle, technology, key features, and accessories yielded an award-winning design that’s playful, engaging, and empowering to FUGOO sales teams.

catalogue images bluetooth speaker lifestyle branding

Immerse Yourself In The Vast Digital Ocean

Backed by a new visual aesthetic, tone of voice and messaging approach, we turned to FUGOO’s website. Our goal was to create an immersive brand experience and an easy shopping journey, starting with a thorough UI/UX phase to define user jouneys - incoming traffic entry point all the way to the cart.

We covered all the details showing off the lifestyle, educated product benefit pages and drove to a simplified checkout. We sweat little details like CTA buttons that speak our consumer’s language like "I WANT ONE" instead of "BUY NOW". In the end, the simplicity of the site interface and the bold use of content, video, and navigation really brought the brand to life online.

bluetooth speaker homepage design mockup

Turning Up the Volume on Engagement

To educate and entertain our visitors, we peppered the website with little bells and whistles, like these animated outdoor vignettes that stress FUGOO’s product value. And Spotify playlists to go with every type of speaker jacket. Anything to show how FUGOO is built to go anywhere, and withstand all extremes.

MAG developed a comprehensive media strategy based on the demographic of outdoor enthusiasts and adventurers. Using a blend of digital, print, and events we hit the market hard, A/B testing messaging and creative to gauge response and adjust brand creative.

lifestyle oriented bluetooth speaker branded webpage
rugged bluetooth speaker branding webpage

Driving Web Traffic Like a Boss

Prior to launch, we dressed the content funnel with progressive messaging, priming the sales experience from point to point. Then layered on a retargeting strategy to retain attention and drive return traffic. We also stressed email capture to feed FUGOO’s CRM platform, which in turn led to more personalized content for subscribers.

After launching FUGOO.com, the response was amazing. Per-page engagement, time-on-site, sales, and overall social interaction was better than we could have imagined. As we continued rolling out FUGOO’s digital strategy, we kept close tabs on the data to evolve and optimize the site, each week learning more about our consumers.

MAG developed a comprehensive media strategy based on the demographic of outdoor enthusiasts and adventurers. Using a blend of digital, print, and events we hit the market hard, A/B testing messaging and creative to gauge response and adjust brand creative.

upscale women fancy bluetooth speaker branding

Linking Up with Brand Influencers

Adding credibility to our brand, MAG tracked down and coordinated a roster of outdoor sports and activity influencers like Alex Puccio, Caleb Vanwagner, and Ryan Moss. We developed a full brand ambassador program that joined everyone on their adventures and shared in the joy of their individual stories. Start rolling your favorite playlist then click, snap, or mount us onto something and let's go.

adventure influencers for bluetooth speakers

Crashing the GoPro Mountain Games

We sought out events with the right crowd and outdoor adventure that matched up with the brand. We found the perfect fit at the GoPro Mountain Games. An epic annual event in Vail, Colorado was fertile ground for our event activation strategy. It truly brought FUGOO face-to-face with its core consumers.

We designed an in-booth display experience daring people to dunk a FUGOO speaker and see that it keeps on playing. Plus, we developed a custom tablet application to collect emails from new fans and enter them into event sweepstakes. Pro snowboarder Mason Aguierre hit the streets with the FUGOO girls talking to people, giving away product, and interviewing athletes. We strapped FUGOO speakers to kayaks, stand up paddle boards, slack liners, and rock climbers, capturing everything on video and photo. Overall the event was a massive success, and drove a huge lift in brand affinity, sales and social engagement.

Fuggo booth in full effect
Style. Sport. Tough. Dunk Tank Display.
Yup, you can toss it in the water
01
Fuggo booth in full effectStyle. Sport. Tough. Dunk Tank Display.Yup, you can toss it in the water
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Good Vibes Always. Creating Friends For Life.

When you believe in a brand as much as we do with FUGOO, it creates a swell of pride and momentum. The partnership with FUGOO marks a pivotal period in our company's growth. We've had our chance to bring quite a few brands to market from the very beginning, but FUGOO holds a special place in our hearts because we didn't just launch it, we lived it. We got to work with a brand that had something to prove and leaders brave enough to follow through.

Plus, being a SoCal agency, we knew the audience because we are the audience. We live in the adventure category, and we’re thankful for the opportunity to do what we do best – create active outdoor lifestyle experiences that drive brand affinity, engagement, and sales.

bluetooth speaker adventure lifestyle branding
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