Ultimate Ears of California made its name with custom in-ear monitors for professional musicians and sound engineers. But a lack of awareness for their consumer product line was hindering sales. Our goal: To drive sales through a direct e-marketing campaign and sell at least 1,250 units on Ultimateears.com. To kick-off the campaign we blasted a promotional e-mail featuring the musician Seal. Seal has been using UE ear monitors for over a decade and lends validity and star power to the brand. To further incentivize the recipients we included a promotional code for 15% off. The e-mail clicked through to a landing page that included more artist’s stories, a video, and of course the Ultimate Ears product with descriptions and links to the shopping cart. To supplement the campaign we launched a series of banner ads that ran on audiophile sites such as Gizmodo, Stereophile and Engadget. This campaign saw a 6.4% response.