Unlocking tech, lifestyle and gaming communities, building brand credibility and trust.
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, Tech, Action Sports, Cause, Gaming
Services
PR – UK & Nordics press office / Global Ambassador activation / Influencer strategy, selection & management / Events / Media Buying
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, contributing to sustained brand and sales growth.