Dive Brief:

• Skullcandy on April 5 announced a yearlong brand campaign centered around music, authenticity and self-expression, according to a press release emailed to Marketing Dive. "Find Your Frequency" will feature one theme — or "frequency" — each month, including connection, expression, creativity and play, and spotlight each through social content, music performances, limited-run product debuts, athlete collaborations and links to community causes.
• The headphone brand is highlighting the theme of connection in April, with fresh content around how relationships with oneself, others and the planet support creativity. Each month, select musicians will release full-length music videos and behind-the-scenes content to bring the campaign's themes to life.
• Ambassador partnerships and collaborations with brands like Budweiser and Pit Viper round out the effort, which will run across Instagram, TikTok, YouTube, Twitter and Facebook.

Dive Insight:

Skullcandy is introducing a yearlong roadmap of content with "Find Your Frequency." Living mostly on social media, the headphone brand's campaign employs more storytelling and brand-building tactics compared with past efforts' focused on product marketing. The new approach may appeal to consumers seeking out deeper interactions with their favorite brands, while also providing Skullcandy multiple avenues to connect with fans on social channels they already frequent.

Centering the campaign around music is a natural alignment for the headphone brand, which earlier this year teamed with Budweiser and sunglass line Pit Viper on limited-edition product collaborations that extended Skullcandy's partnership portfolio beyond audio-centric brands.

"Find Your Frequency" continues Skullcandy's use of ambassadors, ranging from musicians and artists to athletes and advocates. Ambassadors including Zeb Powell, Vasu Sojitra, Marbie Miller and Hannah Eddy will use social content and personal interviews to share what it means to tune into their own frequencies and live out their dreams.

"Frequency isn't just about sound, it's about tuning into your passions, goals and relationships to better understand the personal truths that guide your behavior, outlook on the world and your place in it," Jessica Klodnicki, Skullcandy chief marketing officer, said in the press release. "We know our consumers, particularly Gen Z, are inspired by multifaceted personalities and perspectives as they work to tune in and dial up their own unique frequencies."

Skullcandy also plans to debut limited-edition product lines to support nonprofits Protect Our Winters and To Write Love On Her Arms, with a portion of proceeds benefiting climate action and youth mental health, per the press release. These efforts will also include fresh video and visual creative later this year.

"Find Your Frequency" builds on a campaign from last spring that centered around championing change. "Sound Without Boundaries" was a similar yearlong social media activation that tapped influencers, athletes, artists and activists to illustrate how music can inspire people to break past limits and effect positive change in the world.