B&O Play, the younger and more accessible product line of renowned luxury consumer electronics specialist Bang & Olufsen, needed a foothold in its potentially biggest market: The United States. At WDP X, we teamed up with this fantastic brand to solve the question: How do you enter a market like a niche challenger without breaking the bank? We started by re-defining the brand story of B&O Play to focus and streamline the brand’s presence in this migration. Then, we used our local expertise in the US to map out the highest-potential subcultures with whom B&O Play would find its most valuable ambassadors. Finally, we worked with the B&O Play team to construct a practical, actionable plan for how to relate to – and interact with – these subcultures on their terms.