Dolby soho

in house strategist @ Dolby

Challenge

Handpicked by the new Dolby CMO as part of a task force of 12 people to plan and execute a Dolby popup in the SoHo neighborhood in NYC, the company’s first foray into a consumer first experience, with only 6 weeks of lead time.

solution

While most of the team was focused on the physical aspects of the popup—such as audio setup, window displays, and space design—I took the initiative to focus on the user experience and how to engage a largely uninterested audience—window shoppers in NYC—while effectively communicating Dolby’s technical products in a way that resonated with the everyday consumer.

I pushed for the inclusion of vibrant art walls, neon signs, and interactive visuals that would make the popup Instagram-worthy and desirable to experience, encourage people to engage more the space and share their experience on social media, hopefully creating more buzz for us.

Additionally, I took responsibility for the messaging and signage throughout the space, simplifying Dolby’s technical language and translating it into bite-sized, consumer-friendly messaging that could be easily digested by people as they walked through the space. I also created training materials and mini “brand handbooks” for the brand ambassadors hired to staff the space, personally traveling to New York to train them. The messaging I created that allowed them to communicate Dolby’s complex features in a way that highlighted consumer benefits in an easy to follow manner for a new audience.

result

The popup, initially planned for just one month, ended up lasting over a year to great reviews, closing only due to COVID-19. It became a highly desirable space for partners, with major companies like Netflix and Amazon requesting to use it for launch events. The success of the popup helped Dolby expand beyond CES and start showcasing at major events like SXSW, marking a shift for the company into the experiential space.

Dolby SoHo Promo Video

Photos From Monthly Exhibits, Including Partner Events

“The Contenders”: an “Oscars” Event with Netflix