Marketers on Fire: Denon CMO on Katy Perry Collab and Marketing Campaign for PerL Earbuds [Video]

The point of differentiation for Denon PerL Pro earbuds within the audio space is its ability to personalize and optimize each user’s music listening experience through its proprietary “adaptive acoustic technology.” But even if the product performs amazingly well for those who experience it, from a marketing perspective this presents an awareness challenge.

“The point of difference with our technology—people don’t know it,” said Mike Allen, Chief Marketing Officer at Denon parent company Masimo. “We do activations and events, and when people get to experience the PerL, it’s one of those “how did you do that?” moments. So, a big challenge for us is getting that brand awareness out there, and getting an understanding of what the product and the technology is all about.”

A key part of Allen’s strategy is to leverage a collaboration with mega pop star Katy Perry—a true fan of the earbuds—as she relaunches her music …