Gearbox – From Zero to Hero

Building a tech icon from nothing

While Gearbox Records has pedigree as a recording studio, its first foray into consumer electronics with a high-tech turntable meant starting from zero in a market dominated by brands with decades of hi-fi heritage, as well as poor-quality mass-market offerings at bargain-basement prices.

Gearbox approached Nous Communications with the task of getting coverage in a range of titles in order to help increase sales. We were to launch the brand into the media landscape with a positive outcome, overcoming mixed initial product reviews gained from Gearbox’s own outreach.

  • Gearbox Records
  • Technology and Lifestyle
  • Press Launch
  • October 2019 – December 2019
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Vinyl players don’t get much sexier than this transparent turntable that wants you to gawp at its internal workings.

– Metro

We undertook a three-month project with the brand which focused on press meetings and one-to-one product briefings, to hit the agreed target KPI across both lifestyle and technology media. This resulted in 24 pieces of coverage, including six nationals, 12 lifestyle and a placement in of the highest-ranking relevant SEO round-ups. We achieved the aim of providing a sales boost for the Gearbox Automatic turntable.

We set up dedicated briefings and press office outreach with a focus on Christmas gift guides, and a continuous stream of coverage in the form of lifestyle photoshoots and round-ups. This resulted in a splash of national coverage in titles such as The Sunday Times and Metro.

We secured dedicated product features with publications including Stuff, Trusted Reviews, Oracle Time and T3. Nous secured inclusion for Gearbox within gift guides by publications such as GQ, Stuff, Mail on Sunday, The Independent and Monocle.

Both Boat International and Wallpaper* included Gearbox within lifestyle shoots.

This outreach strategy from Nous Communications resulted in 24 pieces of coverage in top-tier titles, and with the brand seeing greatly increased sales of its turntables.