CHALLENGE

JBL Professional wanted to launch a brand awareness campaign in partnership with Amazon. The goal? Increase awareness amongst Gen Z and Millennial artists by positioning JBL Professional as a hip, cool and energetic brand. The metric? Garner at least 100 contest entries.

With a tight timeline right before NAMM, HARMAN’s internal marketing team turned to Amplify to create all the branding, social media marketing, and creative assets associated with the campaign.

SOLUTION

Amplify began by working with the JBL team to develop the branding and art direction for the campaign. They wanted a fresh and youthful aesthetic that would appeal to visual artists and musicians. Amplify provided art direction for the logo and speaker designs, as well as landing page images.

Our social strategy focused on creating original content to be posted throughout the entire campaign, leveraging current ambassadors, and boosting top-performing content in order to increase entry submissions.

We researched core demographic interests and ways we could implement them to social media. This provided insight into the creative direction and what would work best to hit all KPIs.

We also developed a copywriting cadence with 8 weeks of social media graphics and designed additional graphics for Amazon ads. These assets we put together all contributed to inspiring people to enter the contest and create their own design.

RESULTS

By the end of the campaign, we reached over half a million people in the US, and garnered over 700 design entries. This more than quadrupled JBL Professional’s original goal of 100 entries.