DU FANG
04

Omnichannel Marketing · Consumer Audio

2025

Vibe with Emberton: Omnichannel Campaign

An integrated campaign for Marshall Emberton III that turns product utility into a social idea: music makes everyday moments feel alive.

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Cover of the Marshall Emberton III omnichannel campaign deck.
Role

Team member · Audience, content and campaign planning

Context

Group 08, five-person team · Politecnico di Milano

Methods

Segmentation · Customer Journey · Influencer Marketing · UGC · Pop-up · Media Planning

The challenge

Marshall's strong design heritage and sound quality compete with a premium price, fast-moving wireless technology and intense pressure from mainstream brands. The campaign needed to connect emotional relevance with measurable sales.

The approach

  1. Mapped four audience segments and built a Social Explorer persona and journey across awareness, consideration, purchase and sharing.
  2. Created the 'Vibe with Emberton' platform across a Life on Film creator launch, UGC challenge, campus pop-ups and outdoor Vibe Sessions.
  3. Connected paid, owned, social and offline touchpoints to the official website, then built a five-month execution plan, activity budgets and KPI model.
26.13%expected campaign ROI
5 moplanning and activation period
4audience segments mapped
€116.7kmodeled campaign cost

Outcome

The final plan balances brand-building experiences with conversion channels. KOL content and pop-up sales are expected to drive short-term return, while Vibe Sessions and UGC create reusable community content.

Four audience segments for Marshall Emberton III.
01Four segments connect product attributes to distinct lifestyle motivations.
Social Explorer customer journey and opportunities.
02The journey links each decision-stage friction to a concrete channel opportunity.
Life on Film creator collaboration concept.
03The creator launch establishes a nostalgic visual language and seeds the UGC challenge.
Campus pop-up concept with product and party zones.
04A two-zone activation combines product trial, lead capture and social content creation.
Owned media campaign touchpoints.
05Owned channels move audiences from awareness to purchase and retention.
Five-month campaign execution plan.
06A two-month preparation phase supports three months of coordinated activation.
Campaign KPI and ROI model.
07The modeled mix projects 26.13% ROI, led by KOL conversion and pop-up sales.
Next projectReusable Last-Mile Packaging