Positioning niche headphone differently
Zaylli is an audio startup redefining how sounds can be listened to. Zaylli fuses studio-grade sound with hearing-safe design and all-day comfort. After their founders developed tinnitus from long hours in the studio, they set out to create headphones that deliver breathtaking detail without harming your ears. Powered by Finite Element Analysis and proprietary tuning tech, Zaylli’s first HiFi headphone, LYRÖ, offers ultra-low distortion, open acoustics, and featherlight wear.
Zaylli is a brand deeply devoted to HiFi acoustics. As the brand’s first product to enter the market, LYRÖ not only delivers exceptional acoustic performance and an immersive listening experience but also pioneers a new way for users to physically adjust and shape the sound signature themselves. As a new brand, Zaylli faces many of the common challenges seen among crowdfunding startups — limited consumer trust, low market awareness, and the need to establish credibility from the ground up. At the same time, as an innovative product entering a highly mature and specialized HiFi market, LYRÖ is confronted by an audience known for its discerning and highly critical standards. How to position the product in a way that satisfies demanding audiophiles while also carving out a place in the fast-evolving crowdfunding landscape became one of the project’s defining challenges.
In the early stages, we conducted an in-depth study of the new product line to fully understand its functionality, key features, and design philosophy. Since the product primarily targets general HiFi users and audiophiles, we carried out extensive research and brainstorming to help reposition the product during the crowdfunding phase as “a HiFi listening experience designed for everyone.” Starting from the pre-launch stage, we continuously refined the campaign’s pre-launch page while optimizing advertising strategies and page design throughout the entire project lifecycle. This iterative approach helped maximize audience reach and improve overall conversion potential. We also introduced two rounds of subscription-based advertising campaigns, helping to drive new user acquisition and conversions when performance began to slow down.
Behind every number is a decision, a test, and a breakthrough.
Zaylli successfully positioned LYRÖ as “a HiFi listening experience designed for everyone,” bridging the gap between the specialized audiophile market and mainstream consumers. Beyond highlighting its studio-grade sound quality and innovative physical sound customization, the project also emphasized emotional values such as comfort, safe listening, and immersion. Through continuous optimization of the pre-launch page, advertising strategy, and campaign design throughout the crowdfunding lifecycle, the team effectively strengthened both brand awareness and conversion performance.
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