Most brands talk about media diversification. Few actually do it.
In this episode, we look at what happens when a company breaks out of the default paid platform loop and builds a media strategy that’s local, cultural, and built to last.
Our panel this time:
🎙️ Carol Nachbaur, VP of Marketing at Soundboks – a Danish, community-led speaker brand that’s making big waves far beyond its Copenhagen roots.
🎙️ Mickey Cavonius, Partner and CCO at Precis, with over 10 years of experience helping brands rethink how they approach media. Strategy, structure, scale – he’s seen it all.
Guiding the conversation is Simone Engbo Hansen, Global Content Lead at Precis.
Together, we discuss how Soundboks is scaling their brand presence in Cologne and Chicago, but without falling into the trap of short-term thinking.
What we talked about
1. Breaking the performance trap
After years of over-relying on discounts and bottom-funnel tactics, Soundboks made a bold shift: from e-commerce-first to experience-led, full-funnel marketing. The brand is now investing in a creative, lifestyle-focused strategy that better reflects their roots – and builds long-term brand equity.
2. Why hyper-targeting Cologne and Chicago?
Instead of chasing scale through major cities, Soundboks chose to double down on unexpected locations with cultural fit. The idea is to saturate fewer markets and build brand buzz through boots-on-the-ground community activations, supported by out-of-home, pop-ups, and hyper-targeted digital. Mickey calls this the “lighthouse tactic”, and it’s about testing scale before going full throttle in a big market.
3. Redefining success with leading indicators
Revenue is a result, not a KPI. That’s why Soundboks now tracks brand sentiment, event participation, organic growth, and newsletter signups as early signals of campaign success. Because being proactive in marketing is better than reacting too late.
4. How offline moments can feed digital performance
Soundboks is building bridges between the physical and digital experience in clever ways. They’ve tried club photography moments that lead to email opt-ins as well as social sharing that fuels word-of-mouth and retargeting. Mickey calls this the future of integrated media.
Soundboks’ new tagline says it all: Own the party
Yeah, Soundboks sells portable speakers. But as Carol Nachbaur said in the podcast, they also sell the moment, the vibe, the connection. And that takes more than a platform ad.
