Case Study 03
Campaign Strategy · 2025—26
The Pro-Ject Moment
Reframing analogue listening as a mindful, tactile ritual for a younger audience.
My roleCampaign Strategy · Creative Concept · Paid Social Analysis
Key evidence20% lower CPC
ContextPro-Ject Audio Systems
OwnershipCampaign strategy, creative concept and paid-social analysis
Timeline2025—26
Evidence20% lower CPC
Overview
A campaign territory positioning entry-level analogue listening as a deliberate break from digital overload — tactile, emotional and accessible without diluting product credibility.
Creative execution
The idea in motion.
The vertical film translates the campaign territory into a tactile, social-first moment.
01
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
- 01Build the territory around mindful listening, tactility and emotional sound.
- 02Translate the idea into short-form film, paid social and adaptable launch assets.
- 03Compare delivery and response to understand the trade-off between scale, efficiency and click-through quality.
Evidence & impact
The signal behind the work.
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%