1707In recent years, as people’s attention to hearing health continues to rise, earplugs—once a niche product—are rapidly entering the public eye.
From the passionate revelry of music festivals to focused work in offices, from the fatigue of long-haul flights to peaceful sleep in bedrooms, the demand for noise reduction in different scenarios has given rise to a booming segmented market.
According to the latest data from market research agency BusinessResearchInsights, the global earplug market size is about $1.26 billion in 2024 and is expected to grow to $2.55 billion by 2033, with a compound annual growth rate as high as 8.2% during this period.
Image source: BusinessResearchInsights
In this rapidly growing market, the Belgian earplug brand—Loop—has achieved a leap from zero to €120 million in annual revenue, thanks to its innovative product design and precise market positioning.
So, how did this emerging brand open up the global market in such a short time? What operational strategies behind it are worth learning from?
Image source: Google
The Earplug Revolution for Music Enthusiasts
The birth of Loop originated from the personal troubles of its two founders, Maarten and Dimitri.
They often attended various concerts and were exposed to high-decibel environments for long periods, gradually developing tinnitus problems. However, the traditional earplugs on the market at that time not only lacked aesthetic design but also failed to deliver satisfactory wearing effects and comfort.
Based on this experience, they came up with a new idea: to create earplugs that could both protect the ears and allow immersive enjoyment of music. To realize this concept, the two founders spent a full two years researching.
Eventually, their efforts were recognized and supported by the well-known Brussels startup accelerator StartIt@KBC, which prompted them to resolutely quit their original jobs and devote themselves fully to the Loop business.
Loop founders Maarten and Dimitri Image source: Google
In 2018, Loop launched its first product, initially selling through the large US pharmacy chain CVS and European home appliance retail giant Saturn.
But the good times didn’t last long. After the global outbreak of COVID-19, people’s lifestyles and entertainment activities were greatly restricted, and sales of Loop earplugs were hit hard, with monthly sales plummeting from $100,000 to less than $20,000.
Faced with this predicament, the two founders quickly adjusted their strategy.
They found that after nightclubs and concerts were suspended, traditional sales channels were no longer effective, so they decisively shifted from traditional channels to a direct-to-consumer (DTC) model. At the same time, they realized that a single customer group could not withstand risks and that they must expand to more diverse users.
Image source: Google
Thus, Loop repositioned earplugs from medical supplies to everyday products, no longer targeting only specific occasions such as concerts or nightclubs, but also catering to noise-sensitive groups, professionals who need to concentrate in noisy environments, and people seeking better sleep quality.
It was this strategic adjustment that enabled Loop to achieve counter-trend sales growth during the pandemic. By 2023, its annual revenue had exceeded €120 million, with annual sales of over 5 million pairs and more than 50,000 positive user reviews.
Image source: Google
Multi-Platform Online Layout, Creating a Brand Growth Engine
In a fiercely competitive market environment, relying solely on product advantages is far from enough, and Loop is well aware of this.
Therefore, they systematically laid out on mainstream social platforms such as TikTok and YouTube, and formulated differentiated operational strategies based on the user characteristics and content preferences of each platform.
TikTok
On TikTok, Loop’s official account @loopearplugs has already accumulated 229,800 followers, with a total of 4.4 million likes on its videos.
The brand’s TikTok operation strategy is quite distinctive. Instead of the old path of “hard advertising bombardment,” it adopts an “education + endorsement” approach, allowing users to naturally get the product’s value when scrolling through videos.
Image source: TikTok
Although Loop’s product positioning is high-end, its account content is very approachable. It includes regular product displays and new product releases, as well as meme adaptations that keep up with hot topics, and even comedic skits. This content strategy full of contrasts also makes the brand image more three-dimensional.
Image source: TikTok
In terms of influencer collaboration, Loop’s choices are also very precise.
For example, the collaboration with fourth-grade teacher @katielynnteaches, who has 221,800 followers, is very representative.
This teacher filmed her real work scene in a noisy classroom: after putting on Loop earplugs, she was immediately able to focus on her work.
She wrote in the caption: “These earplugs are especially useful during recess. I used to be disturbed by noise, but now the problem is solved.”
This highly authentic video resonated strongly with users. So far, it has exceeded 3.4 million views and received 213,200 likes.
Image source: TikTok
The comment section also became a large-scale recommendation scene, with users saying: “Loop earplugs really changed my life. I use them every day.”
Some parents sighed: “When my child throws a tantrum, I love my Loop earplugs so much. Without them, I’d be losing my temper too.”
Such interaction data and user feedback are quite outstanding in TikTok marketing for similar products.
Image source: TikTok
YouTube
While deeply cultivating TikTok, Loop has not neglected YouTube as an important marketing front.
Compared to TikTok’s short and fast pace, YouTube is more suitable for in-depth content, which is an ideal display platform for the higher-priced Loop earplugs.
Loop chose to cooperate with the most authoritative hearing aid review site in the US, HearingTracker. Although their YouTube channel only has 70,800 followers, its influence in the professional field is not to be underestimated.
Channel host Steve conducted a comprehensive test of the Loop Experience Plus earplugs with professional equipment, giving a “very satisfied” conclusion from noise reduction to sound quality reproduction.
Image source: YouTube
This collaboration adopted a “video + report” dual endorsement model: the review video showed the testing process in detail, while the full report was published on the HearingTracker website for users to consult, and a purchase link was directly attached in the video description.
In the end, this professional review video received 444,000 views, 5,508 likes, and 377 genuine comments.
Judging from the data, the performance is quite good, especially with feedback in the comments such as “the review is very professional” and “I want to buy after watching,” indicating that this collaboration brought a good actual conversion effect.
Image source: YouTube
Independent Website: Improving User Experience and Conversion
In addition to its presence on social media platforms, Loop has also built its own independent website.
On the homepage of Loop’s independent site, there is an interactive quiz on the first screen. Users can click “Help me choose” or “Find my match” to enter the test.
The system will recommend personalized products based on users’ needs in areas such as focusing, enjoying music, participating in sports events, or improving sleep.
This feature not only shortens users’ purchase decision time but also improves the convenience and satisfaction of the shopping experience, increasing the conversion rate of new users by 5.9%.
Image source: Loop independent site
In addition, the website has a comprehensive comparison page that lists the features and advantages of different scenarios and product models in detail, allowing users to intuitively compare side by side and select the earplugs that suit them best.
Currently, Loop’s independent site receives up to 4 million visits per month and ranks among the top 10 in the industry. Such results fully verify the effectiveness of its operational strategy and provide a reference model for other brands.
Image source: Loop independent site
Chinese Brands Going Global: Where Is the Next Opportunity?
The case of Loop shows us that overseas markets are far more inclusive than imagined.
The segmented needs overlooked by big brands often hide real gold mines.
Overseas markets do not welcome price wars, but always welcome innovation.
Rather than fighting bloody battles in the red ocean market, it’s better to calmly study: which needs have not been met? Which product experiences can be improved?
As long as the right track is found, Chinese brands can definitely make their mark in the global market.
