Unlocking lifestyle communities, building brand credibility and trust

100m+ Reach for Crusher ANC launch in 2019
2 Markets, UK & Nordics
Over 200 influencer posts 2019
6 years double-digit UK sales growth since 2013

KINC has been a part of Skullcandy’s European team since 2006. KINC’s work in that time has ranged from operating PR for the major European countries, being the full marketing and PR team for the UK, and creating Skullcandy European music marketing campaigns.

Audience

 18-40yrs, M/F

Communities

Music / Action / Sports / Tech

Services

PR – UK & Nordics press office / Global Ambassador activation / Influencer strategy, selection & management / Events / Media Buying

Skullcandy-CrusherANC-JenniferMcCord-Edits-287

Process

Skullcandy grew its business during the 2000s using action sports as the key connection to its youth audience. As the brand matured, it required a broader strategy to unlock new audiences and remain relevant to its existing one.

KINC was initially instrumental in creating a European PR approach that accessed new media segments for the brand, including fashion and streetwear, men’s and women’s lifestyle, and sports and fitness.

Skullcandy then required a credible connection to music. KINC developed multiple European campaigns that connected brand messaging to audiences through music, and delivered authentic pieces of film content and live music events in the UK, France, and Germany.

Headphone category and continued brand growth mean target audiences continue to broaden. KINC’s role in unlocking these is supported by global music and ambassador campaigns, activated along with full marketing and PR services in the UK and Nordics.

Outcomes

KINC is an integral part of the Skullcandy team and has delivered multiple services in many European markets over the past 13 years, contributing to sustained brand and sales growth.

Get in touch to find out how we could help your brand unlock an audience