Nothing
Service
Consumer PR
Industry
Consumer Durables
(Overview)
Nothing is on a mission to make beautiful tech accessible, starting with their wireless earbuds, ear (1). Operating in a category where Apple holds 41% of the market with Airpods, the market was ripe for a new player. To make consumers sit up and listen, R. Agency created a strategy that leaned into two key product features - style and functionality - and landed endorsement in cult titles Highsnobiety, Elle, Grazia and Shortlist. In the first nine months of launch, the brand sold 530,000+ units, stealing significant market share from Apple and Samsung.
(Project Details)
Nothing ear (1) outperforms the market on functionality and style, delivered at a comparable price point. R. Agency’s strategy focused on engaging tech aficionados and trendsetters via product and brand. R. Agency placed extensive product reviews in key technology titles and with tech influencers. Simultaneously, the product was featured heavily in design and cult media, underlining its style credentials. Interviews with founder Carl, leveraging his phenomenal success with OnePlus to talk up his vision for Nothing, helped R. Agency win coverage with top-tier media.
Nothing was founded by Carl Pei, founder of mobile handset disruptor OnePlus, and is on a mission to make beautiful tech accessible. The brand’s first product is a wireless earbud - ear (1). R. Agency was challenged with launching the Nothing brand and its first product into the UK by profiling the founder, communicating his vision for the brand and talking up the product features. Currently, the wireless earbuds category is owned by Apple, who hold 41% of the market with Airpods, followed by Samsung.
Results
In the first six months of launch, R. Agency placed positive reviews in cult design titles Highsnobiety, Elle, Grazia, and Shortlist. To communicate the tech’s functionality, we secured endorsements from Wired, Forbes and Shortlist. Nothing sold 530,000 units, taking the market share from Apple and Samsung within the first nine months of launch.
