LOEWE TECH

Rebooting a legacy through product-led culture

Industry
Luxury Consumer Electronics

Scope
Strategic Lead · Campaign Orchestration · Production Supervision · Paid & Social Media · Content & Influence

Context

LOEWE Technology, a heritage German brand known for its craftsmanship in high-fidelity audio, needed a new chapter. With limited brand equity outside of Germany and aging inventory, the company was ready for a shift—from engineering-led to experience-led.

Following its acquisition, the objective was to revive the brand not through a full brand campaign yet, but by turning two key product campaigns into high-impact cultural moments:

  • Klang: stock clearance campaign with elevated positioning

  • We.Hear Pro: new launch anchored in lifestyle, design and youth culture, featuring Kylian Mbappé

My Role

As campaign & orchestration lead, I worked hand-in-hand with the client and all internal teams (strategy, creative, production, media) to:

  • Define the strategic and operational framework for both campaigns

  • Coordinate all BU stakeholders and secure strategic alignment

  • Work closely with the Head of Production to oversee end-to-end production—from creative briefing to shoot execution

  • Ensure consistency across brand messaging, asset kits, and cross-channel deployment

  • Supervise the music direction, including the collaboration with DJ Diplo, to align the audio identity with the campaign’s visual tone and cultural energy

Campaign 1

Klang Legacy

Objective

Reframe and sell out the Klang speaker line through elevated storytelling and performance-driven targeting

  • Strategic repositioning of Klang as timeless, premium and precise

  • Visual storytelling through reels, carousels, and 3D close-ups

  • Rollout of SEA + Meta + YouTube with retargeting and conversion layers

  • End-to-end production alignment with campaign concept

Campaign 2

We.Hear Pro Launch

Objective

Launch the We.Hear Pro speaker with a culturally resonant campaign targeting Gen Z and Millennial audiences

  • Co-designed a performance/lifestyle hybrid story with Kylian Mbappé team “Sync With Kylian”.

  • Coordinated shoot planning: casting, mood, styling, music and motion concept

  • Built and validated the social asset kits across all channels (paid + organic)

  • Structured audience segmentation (product affinity, Gen Z lifestyle, Kylian fans, tech/design lovers)

  • Rolled out an 8-market paid ecosystem: CRM | SMA: TikTok, Meta | SEA: Shopping, YouTube TrueView & Demand Gen

Results

This project was not about broadcasting a message. It was about orchestrating a full ecosystem of product, culture and craft. I ensured alignment across every touchpoint: strategic, creative, media and operational, to help reposition Loewe Tech as a modern, desirable brand, even before its full rebranding was publicly launched.

  • 2 complete campaigns delivered in <4 months

  • Hero films, reels, 3D product animations, vertical social content

  • 100+ assets across Meta, TikTok, YouTube and Google rolled out across 8 key markets

  • 2 custom landing pages (Klang / We.Hear Pro) with full GA4 tracking

  • Influence activations with creators mapped by tribe and objective

  • Full campaign approvals from LOEWE brand, Kylian Mbappé’s team and market stakeholders

  • Strong client satisfaction and continuity toward future brand campaigns

Next

BA&SH