In 2018, Bang & Olufsen came to FRIDAY with a specific challenge: to shift its positioning from a tech brand to a lifestyle brand. This marked the beginning of a close partnership with the iconic company, in which we, among other things, secured them extensive visibility across a wide range of lifestyle media in Denmark, including Euroman, Bo Bedre, and Børsen Pleasure.

The effort paid off. Within the first year, the number of mentions in tier-one media increased by 46%. When B&O launched the world’s first cradle-to-cradle-certified speaker in 2021, FRIDAY carried out a focused effort to position B&O, including through a series of well-attended press events that generated global coverage of the company’s sustainability work.

FRIDAY also ensured that B&O’s products were reviewed and featured across all Danish tech media. During the first year of our collaboration, we doubled the number of reviews, with 99% of reviewers awarding the products top marks—credit for which is, above all, due to B&O’s design team.