GALAXY AUDIO

Scenario
Galaxy Audio has been providing high-quality audio gear since 1977. However, their business and brand had hit a wall, and they were looking to revamp their brand positioning and creative strategy, specifically starting with an overhaul of their social media.

THE PRACTICAL APPROACH
The audio equipment category, and really the music industry in general, loves to sell fame and fake. The category is full of either big stars being used as spokespeople, or actors and models pretending to be musicians in staged and fake product shots. It all boils down to an age old-promise: “You too can be beautiful and famous if you buy our products.”

OUR PRACTICALLY DANGEROUS SOLUTION
The harsh reality is most performers will never be “famous.” According to Spotify, in 2023 there are 11+ million artists on their platform, but only 1.5% have a monthly listener count of 10,000 or higher. Yet more and more these days, we’re often led to believe that success is measured in the size of something — the bigger crowd size, follower count, likes, views, impressions, etc.

Our insight was that true, dedicated, hard-working performers know it’s not the size of the venue or even audience that matters, it’s the size of your passion. So rather than using fake to sell fame, we wanted to sell real.

Galaxy Audio had the heritage and hardworking Heartland roots that other brands couldn’t match. They are a family-owned company based out of Wichita, Kansas. They innovated the industry in the ‘70s with their Hot Spot personal monitor and are renowned for their durable products and legendary customer service.

As such, our positioning centered on turning Galaxy Audio into the Carhartt of audio gear — the hardest working gear for the hardest working performers out there. Our creative strategy focused on showing how Galaxy Audio is the official audio gear for the “true stars” — the authentic, hardworking performers who need their passion to be heard, regardless of the size of the venue. This also opened the door to expand the target to other markets, such as Houses of Worship or Fitness Studios. It was all distilled into a singular idea:

“Amplify Your Passion.”

Instead of posed and fake imagery, our art direction focused on raw and real. The creative enhances that feeling of passion and being in the moment by incorporating film borders, grain, and high contrast black & white photography with splashes of red. This treatment gives the brand an ownable “true” feel.

In a little over 6 weeks since the new creative went live, Galaxy Audio has seen a 46% increase in user engagement and a 200% increase in website sales.

We suppose you could say passion — and sales — have been amplified.

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