Orbit Audio
Hear the room, not the noise.
The challenge
Orbit had built headphones for people who work in noisy open-plan offices. The product was good, but a small brand launching headphones is not news, and big tech blogs ignore most pitches.
They also had a small budget, so paying for wide ad reach on its own was never going to work.
A small audio brand is launching headphones built for open-plan offices and needs people to hear about it.
Lead with a story journalists can use: what open offices do to focus. The product becomes the answer, not the headline.
- Story angle and press kit
- Media list and outreach
- Launch social posts
- Launch ads
Journalists already write about how hard it is to focus in open offices. Orbit should join that story, not ask for a new one.
The strategy
A new pair of headphones is not news on its own. People struggling to focus in open-plan offices is a story journalists already write about, so we led with that and let the product answer it.
The press kit pairs the story with clear facts and product images. Launch posts and ads carry the same line, so anyone who reads the article and then searches for Orbit sees a matching message.
What success looks like.
The targets this plan is built around, and how we would track each one.
Earned coverage
Articles about focus at work that mention Orbit as the answer.
Matching search
People who read about Orbit find the same message on social and in ads.
Launch sales
Pre-orders and first-week sales from the launch page.
Let’s build something bold.
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