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A pioneer in the now booming headphone market, V-MODA had lost market share to aggressive competitors looking for a piece of the market.
Recognizing the company was undercapitalized to match the marketing muscle of Beats by Dr. Dre and the publically-held Skullcandy, we recommended leveraging the brand’s authentic DNA and cultural cues to attract like-minded tribes that could be easily identified in the social media landscape.
Together with the Founder we unearthed a set of values previously not articulated in the brand story that aligned nicely with a tribe that appreciated similar cultural cues.
Like DJ's and club-goers, Vampires are creatures of the night. Both prefer to start their day when mere mortals were turning in for the night. And both, it was uncovered, are attracted to a style palette very similar to the neo-gothic industrial design cues of V-MODA’s signature headphones.
Rather than spending money on advertising the client could not afford, the minds of Supply + Demand advocated that V-MODA pursue a relationship with HBO’s wildly popular True Blood series to develop a signature line of headphones. A licensing deal was forged, a new collection was launched and V-MODA enjoyed a publicity boost that equated to hundred of thousands of dollars in mass awareness.