Heritage Collection: Turning Brand History into New Demand
Launched a new heritage-inspired product line for classic-car enthusiasts through a culture-first, partner-led plan that delivered Pioneer's highest-ever D2C pre-orders.
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Owners of '80s and '90s cars love the look of their era but want modern sound. Most aftermarket audio looks like it belongs in a new car, not a vintage one. Pioneer had something no competitor could copy: decades of design history from that exact era. The challenge was to turn that heritage into a product line and a launch that felt authentic to a community that can spot inauthenticity instantly.
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We launched inside the culture, not at it.
Debut where the audience already gathers. We partnered with Hagerty's RADwood, the leading festival for '80s and '90s car culture, as its Official Sound Partner, and made it the public debut of the line.
Make it an experience. The footprint featured a period-correct demo car and a vintage van handing out event-only merchandise, plus a hospitality space for dealers and distributors.
Sequence for demand. A press announcement and open pre-orders came days before the debut. A sweepstakes at the event built a first-party email list for remarketing, and product shipped to dealers the following month.
Feed every channel. We produced a lifestyle video spot, vertical social content, and creator installs and reviews, along with dealer social kits and trade media to drive sell-in.
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I led the go-to-market plan, partnership, and creative direction, working with Pioneer's Japan headquarters on heritage brand approvals. A lean in-house team, agency partners, and a sweepstakes partner executed the plan.
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Highest-ever D2C pre-orders in Pioneer USA history building momentum for our newest, most-profitable sales channel
New first-party contacts captured for remarketing across email and social
300K creator and organic video video views