Richard Mertens®Creative Marketing Portfolio
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Case Study 02
Campaign Strategy · 2025—26

The Pro-Ject Moment

Reframing analogue listening as a mindful, tactile ritual for a younger audience.

ClientPro-Ject Audio Systems
RoleCampaign Strategy · Creative Concept · Paid Social Analysis
Year2025—26
Overview

A campaign territory positioning entry-level analogue listening as a deliberate break from digital overload — tactile, emotional and accessible without diluting product credibility.

Evidence & impact

The signal behind the work.

Scale849 → 3,326Average reach per day
Response23.1 → 46Average clicks per day
Efficiency€0.20 → €0.16Cost per click
Quality trade-off1.44% → 0.85%Click-through rate
Context · The challenge

Make turntables relevant to Gen Z and younger Millennials by moving the category away from technical intimidation and towards a meaningful everyday ritual.

The approach
  1. 01Build the territory around mindful listening, tactility and emotional sound.
  2. 02Translate the idea into short-form film, paid social and adaptable launch assets.
  3. 03Compare delivery and response to understand the trade-off between scale, efficiency and click-through quality.
The Pro-Ject Moment · Campaign system
01
Selected imageThe Pro-Ject Moment · Campaign system
02
Moving imageThe Pro-Ject Moment · Vertical campaign film
The outcome

The campaign scaled reach and clicks more efficiently — with a clear quality trade-off.

Daily reach nearly quadrupled, daily clicks doubled and CPC improved. CTR declined, showing that broader delivery created more total response at a lower cost, but with lower click-through concentration.

3.9× reach per day2× clicks per day20% lower CPCCTR: 1.44% → 0.85%
Next selected case · 03

The Slow Playback