Shokz is a global innovator in open-ear audio technology, widely recognized as the world’s pioneer in wireless bone conduction headphones.
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Strategy & Engagement
Shokz
focused its UK launch strategy on educating the media about the revolutionary DirectPitch™ air conduction technology. Unlike traditional bone conduction, this new tech uses air to transmit sound, ensuring a natural and open listening experience. To bring this innovation closer to consumers, Shokz collaborated with top-tier media outlets by distributing review units, enabling firsthand product testing and extensive coverage in trusted publications. Each pitch emphasized both lifestyle and performance—targeting athletes, commuters, and tech enthusiasts alike.
Shokz also implemented a proactive media relations plan tailored to seasonal moments. The team inserted OpenFit into relevant editorial angles such as “summer holiday must-haves,” “fitness gear for darker months,” and even the “London Marathon essentials kit.” For Black Friday, Shokz took a strategic approach—preparing e-commerce journalists with detailed deal rundowns, ready-to-use imagery, and product links well in advance. This ensured maximum visibility during a key retail moment and positioned OpenFit as a top tech gift.
Impact & Growth
The campaign drove swift and widespread awareness, with over 100 pieces of media coverage in just four months, a majority of which included direct product links—critical for driving both SEO and conversions. Reviews praised the comfort, sound quality, and situational awareness offered by OpenFit, helping validate the brand’s expansion into air conduction with strong credibility.
Shokz OpenFit launched, educated, reviewed—Black Friday visibility maximized.
Shokz
Beyond quantity, the quality of media placements was equally impressive. OpenFit featured in high-profile titles across tech, lifestyle, fitness, and national consumer press. The product’s unique value proposition—wireless freedom without ear canal intrusion—resonated with diverse demographics, from urban joggers to home office workers.
The targeted Black Friday strategy paid off handsomely, generating 35+ dedicated articles highlighting Shokz’s deals and ensuring the product stayed top of mind during the busiest shopping period of the year. The campaign demonstrated that with the right mix of storytelling, timing, and technical education, even a new category entry can stand out in a saturated market.
