Knowles Empowers Consumer and Drives OEM Innovation with Multi-Channel Campaign

The Client: Knowles

Knowles is a market leader and global provider of advanced micro-acoustic, audio processing, and precision device solutions. Knowles has been among the most well-established pioneers in personal audio innovation for over 70 years. From inventing balanced armatures to improve sound quality for early hearing aids to designing the small-but-mighty receivers and MEMS microphones driving today’s most coveted earbud designs, the brand is a trusted partner for leading hearing health and audio brands at the forefront of exceptional sound design.

While Knowles technology is concealed within final end-user products, working behind the scenes and out of sight, Knowles invests in delivering on consumer expectations. Its engineers leverage their research to help leading TWS brands deliver the best sound possible. Notably, in 2022, Knowles completed a study to identify the Knowles Preferred Listening Response Curve, which expands on previous theories around frequency range preferences and provides recommendations for designing the best TWS earbuds for those likings.

The Solution

Caster worked closely with Knowles’s sound engineers and product teams to design a multi-faceted, long-term campaign strategy:

  1. Unveil the Knowles Preferred Listening Response Curve to OEMs.
  2. Align the Knowles brand with authoritative TWS manufacturers.
  3. Empower consumers to understand how Knowles technology creates exceptional listening experiences in various contexts.

The plan involved a press release cadence with renowned audio brands featuring Knowles components in their products – beginning with JH Audio and Astell & Kern and later expanding to include Edifier, JLab, and more. As Knowles gained traction in alignment with these brands, Caster also planned to debut the Knowles Preferred Listening Response Curve and accompanying whitepaper, demonstrating the brand’s expertise and commitment to premium sound innovation.

Caster used a two-pronged brand leadership strategy: The team targeted technical and engineering trades, emphasizing new design considerations and consumer demands to elevate the Knowles Curve. Then, Caster developed consumer-friendly messaging aligned with the releases to position the news to tech journalists, then expanded conversations through SME briefings about how TWS designs can enhance user experiences.

Caster deployed an organic LinkedIn campaign to introduce consumers to earphone design concepts and technical specs. Simultaneously, a paid campaign strategy was designed to drive leads to the whitepaper, encouraging TWS OEMS to understand consumer preferences and inform future TWS design.

Caster incorporated these campaigns into its earned media strategy, too, elevating the Preferred Listening Response Curve research and experts from Knowles with contributed articles, Q&As, and quotes. Knowles also presented their research at conferences like AES Chicago, ALTI, and NAMM and engaged with consumers at events such as CES 2023 and CanJam NYC, Chicago, SoCal.