Develop Pioneer DJ’s public profile across Europe to appeal to a younger and more diverse audience, whilst safeguarding the brand’s market-leading position and honouring its heritage.
Broaden the brand’s positioning beyond dance music by collaborating with creative partners who share PDJ’s values. Communicate the brand’s culture credentials by relating core products to more mainstream consumers through timely product seeding, strategic partnerships and artist-led content.
KC identified and engaged individuals and communities at the fringes of, and beyond, dance music culture and collaborated in a range of different ways to introduce them to the product range and support them in their own creative/content ambitions.
We also set up and manage an ‘always on’ European press office, with members of the collective covering the UK, Spain, Netherlands, France and Germany. By activating around key calendar moments and cultural trends, we developed the brand’s profile amongst DJs, consumers and a variety of media.
20+ Products launched (& counting!)
Some campaign highlights include;
European-wide influencer programme promoting entry-level product – DDJ-200 – aimed at getting new consumers into Pioneer DJ’s ecosystem at their first purchase
Partnership with European hotel chain, The Student Hotel, to launch ‘Room Service’ concept, allowing guests to hire DJ decks to their room, to help inspire the next generation of DJs.
Influencer and press activation at Sonar Barcelona – offering invited guests the chance to learn to DJ as part of their festival experience
Brand partnership with House of Vans to run a DJ workshop at under-18s all girl skate night
50% increase in coverage 2018 > 2020
Year on year growth in coverage in all major European titles ranging from reviews to brand feature pieces, including hero pieces in titles such as the GQ, Vogue, Metro, Mixmag, Evening Standard and more.
A European wide influencer programme engaged over 50+ influencers.
82% increase in sales of Pioneer DJ controllers Q1 + Q2 2020