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.
StoryThreads were asked to create content throughout the ‘Sound of Orange’ campaign.
We quickly identified that because of market forces, equipment manufacturers like Orange will see a drop in sales over the next few years. They serve a niche category in a market that’s in transition. Survival requires reaching out into existing mass markets with a twist on their brand positioning.
The great thing was, Orange already have a diverse product range, an innovative design team and the respect from leading musicians. It was a matter of perception.
Through research we noticed that much of Orange’s technical content was difficult to digest. Our approach was to break down the science of Orange Amps into manageable chunks but with enough detail to satisfy their biggest superfans.
The key to great content though is not to directly sell a product, it’s about building credibility. And when you have a rich heritage like Orange Amplifiers that’s not hard to do. So we set about bringing the history of sound to life, taking the reader on a journey to discover where they and Orange are a perfect match.