Project Description

Albert’s Shed

Orange Amplifers are one of the most sought after amplifier manufacturers in the world. Their prestige is 50 years in the making; from their humble beginning in amp repair to being the go-to amp maker for touring artists. StoryThreads and Orange Amps partnership came from a need to keep their brand positioning on track; opening up to less tech savvy musicians but without sounding condescending to their die hard customers.

Albert’s Shed

Orange Amplifers are one of the most sought after amplifier manufacturers in the world. Their prestige is 50 years in the making; from their humble beginning in amp repair to being the go-to amp maker for touring artists. StoryThreads and Orange Amps partnership came from a need to keep their brand positioning on track; opening up to less tech savvy musicians but without sounding condescending to their die hard customers.

THE CHALLENGE

Combatting Market Forces

Even with an enviable reputation, time takes its toll every business. What was once in fashion can soon become yesterday’s news and this is the lesson Orange Amplifiers learned the hard way. Knowing too well the risks, Orange approached StoryThreads to help develop their brand positioning.

In the 1980s Orange stuck to what they were great at, making top-spec valve amps. But global corporations had different ideas and heavily invested in new solid-state technology. Back then that new technology sounded pretty terrible but nevertheless, the marketing machine rumbled into action. Orange Amplifiers couldn’t compete.

It took over a decade and the support of Manchester’s Oasis to switch the lights back on at Orange Amplifiers. Since then they’ve become synonymous with what’s known as the ‘British Sound’.

Fast forward, 20 years and Orange’s marketing team have smashed the million follower mark on social media, yet there’s threat looming. Digital amplifiers are transforming the market, shaking the very foundations that Orange are built upon.

OUR SOLUTION

Developing Brand Positioning

Expanding content to widen Orange’s appeal to a bigger market while emphasising why they’re the go-to amp maker for touring musicians and hobbyists alike.

There’s been a seismic shift in the way people use social media. Facebook, for instance, doesn’t reach the sub-25 age bracket as it does with those over 35. So the focus was put into developing a web platform.

Data capture also formed part of the plan with an aggressive data collection program which has seen huge returns from ticket sales to engagement.

But that’s not what has enabled Albert’s Shed to grow so quickly, it’s all about the product and StoryThreads has played a huge part in developing what’s know as the ‘grassroots music scene’. The crux is bringing the best underground music to Shropshire, slowly educating people away from watching tributes and cover bands to experiencing the next best thing in the music industry.

Those with a genuine passion for music become advocates and so word of mouth spreads the message with zero advertising cost. The result is that Albert’s Shed Southwater was opened in November 2019 and that’s the beginning.

RESULTS

Renewed Growth

StoryThreads produced 12 pieces of SEO optimised positioning content throughout the campaign. We continue to work with Orange Amplifiers as an outsourced agency. 

Throughout the campaign StoryThreads content achieved the highest level of engagement in terms of time spend on page and reduced the page bounces percentage than any other post created by Orange over campaign period. The content also achieved significantly higher reach, shares and click-throughs than the average.

In addition, our SEO optimised content gave Orange greater reach in terms of increased search visibility for keywords which they should have been ranking for, but hadn’t.

Highly creative with business acumen formed from a genuine interest for the world around them.

David Gregg, Albert's Shed

Talk to us about your project

Your name*

Email*

Subject*

Message*