CLIENT:
Sonic Branding Leader Amps Up The Volume For Greater Visibility In North America
The Opportunity
Sixième Son is a pioneer and global leader in sonic branding, specializing in creating distinctive sound identities for brands. Founded in France in 1995, the agency has developed sonic strategies for myriad global clients, including Maybelline New York, TD Bank, USAA, Sanofi, and McKinsey & Company.
Already well-established in Europe, Asia, and the Middle East, Sixième Son wanted to elevate its presence in North America.
Breaking Through The Noise
While it had a number of well-known U.S. and Canadian clients, and offices in Toronto, Chicago, and New York, Sixième Son desired broader visibility and brand recognition, particularly within key industries. Further, such a push needed to demonstrate the unique value of sonic branding to companies that are often heavily focused on visual branding elements.
To set a foundation for momentum, Carabiner began by helping Sixième Son refine its messaging for North American audiences and identify compelling story angles for outreach to U.S. industry verticals and mainstream advertising/marketing media. These angles encompassed company milestones and examples of how sonic branding is being used successfully by well-known brands, as well as the placement of guest-contributed articles from Sixième Son experts to highlight their knowledge and thought leadership. Carabiner’s strategic media work was supported by its established relations with a large network of advertising, marketing, and business journalists and editors.
Further supplementing awareness efforts, Carabiner made recommendations on key North American conferences Sixième Son should attend for visibility and networking, and also worked to secure speaker opportunities for company executives at these events.
Results To Date
Carabiner’s work with Sixième Son began in late 2022 and is ongoing. To date, it has accrued:
- 18 key media hits for the company composed of executive bylined-article placements, feature stories, and mentions in targeted media outlets
- Coverage examples range from vertical publications such as American Banker, Drug Store News, Sports Business Journal, and Yahoo Finance to mainstream marketing outlets such as Ad Age, Adweek, MarketingProfs, and MediaPost
- Speaker placements at three top-tier conferences, further enhancing Sixième Son’s exposure in the North American market and directly culminating in new business opportunities
“Through its strategic media relations approach, Carabiner is helping to elevate our brand’s visibility in North America while educating the market on the significance of sonic as a powerful branding tool. Through media coverage and industry visibility, the team is contributing to our success in North America.”
– Sophie de Busni, Global Communication Director, Sixième Son
