Case Study: yurbuds

Product/Service

Founded in 2008, yurbuds, a sport earphone company made by athletes for athletes, transforms the athletic experience through exceptional products that integrate ergonomics, performance and emotive design.
 

Background

In 2014, yurbuds wanted to expand their e-commerce business from North America to the previously untapped international markets.

Objective

Takeover and disrupt the highly competitive endurance athlete and sport headphone markets and then open the brand up to the mainstream athlete.

Insight

Through brand discovery and a deep immersion into the target audience, BIG YAM uncovered the value of the “never fall out” proposition to the core audience – endurance triathletes.

Execution

BIG YAM developed an integrated campaign to educate the target audience on the established value proposition and drive them back to the newly created yurbuds.com website. The website was created to help users decide which earbud would fit their lifestyle. The robust e-commerce system was able to display all products in eight different languages and multiple currencies. The backend of the commerce system allowed for real-time inventory updates and the sending of orders to multiple warehouses throughout the world for fulfillment. Pricing, taxes, shipping and inventory levels were different, based on which country the products were being shipped. In order to handle the large depends of peak purchasing times, like cyber Monday, the website was deployed in an AWS environment with multiple servers across several service zones to ensure the best performance no matter from which country the order was placed.

Deliverables

In addition to the robust e-commerce platform, the #neverstop campaign also included print, TV, digital and social media components.

Results

In five years, yurbuds grew to the largest sports headphone company on the market, increasing net sales over 18x. For the holiday shopping season, e-commerce transactions increased year over year from December 2013 to December 2014 by 36%, organic website traffic increased 33% month over month , branded paid search impressions increased 46% month over month, Black Friday weekend revenue increased by 153% year over year and the 2014 holiday season media coverage was valued at $180,862 and 80M impressions. In 2015, Harman purchased yurbuds.