X-One Australia came to Storytime with a clear focus on building a story. They wanted to build a relationship with their customers and differentiate the brand in a highly competitive consumer electronic alternatives market.

We worked with X-One throughout 2022 and developed a brand strategy and creative direction. We used these to produce bespoke content aiming to reflect the goals set out by X-One.

Story

At the time of taking on the brand, there was very little to differentiate the products and attributes of X-One from any other consumer electronics supplier. We tackled this by assessing who bought smartphone accessories from X-One (this was, typically, middle-aged father figures), and created stories focused on making this buyer the centre of the story.

Strategy

As a B2C brand, it was important to be accessible on all key channels, such as Instagram, Tik Tok, and Facebook. We also needed to focus on strategically selected platforms to see where we were getting traction with the audience. The distribution and advertising mix for X-One was:

• Website

• Linktr.ee

• Google

• Facebook + ads

• Instagram + ads

• Tik Tok