JBL
Sound that fits you
Business opportunity
To capitalise on the growing ‘True Wireless earbuds’ segment of the consumer tech market and drive revenue by increasing market share in multiple European countries.
Marketing challenge
Utilise brand ambassadors to create a clear brand proposition in a market which is becoming ever more crowded.
The work
JBL is the only brand that offers a full range of True Wireless headphone options in a marketplace dominated by major players who all use ambassadors in expected ways. With the rest of the category following the herd this was JBL’s opportunity to stand out; focusing on the individualism, not the sameness of their ambassadors and products.
‘Sound that fits you’ is a digitally-focused multichannel campaign which simultaneously celebrates the product’s USP (how the bud fits in the ear) and amplifies the individual personalities of their brand ambassadors.
263%
of sales target
Impact
384%
of estimated revenue
8.32 : 1
ROAS (benchmark is 3 : 1)