Case study jbl

Talent | Youth Marketing

Case Study

Client : JBL (Harman Group)

Hear the Truth

Youth:INK – Brand Engagement by Letsintern.com

Talent | Youth Marketing

Case Study

Client : JBL (Harman Group)

Hear the Truth

Youth:Ink – Brand Engagement by Letsintern.com

Talent | Youth Marketing

Create brand awarness and product trials for JBL among the youth in colleges

by engaging student influencers who echo the brand value, those that live & love music everyday.

OBJECTIVE

Talent | Youth Marketing

• 20 Influencers recruited as youth brand ambassadors

• Influencer profiles ( Age 19 - 23 )

1. Music Lovers & Party enthusiasts

2. Sound engineers, DJ by hobby

3. High on networking

4. Singers, band members

5. Influencers – who set trends

APPROACH

Talent | Youth Marketing

• JBL Youth Ambassadors to flaunt the brand and new youth range of JBL products on campus / youth hangouts and House Parties

• To curate events for JBL in College Fest and youth events.

• Create content for the brand, generate feedback.

• Drive engagement with brand through music gigs, product display in campus/parties and discount vouchers for ambassadors friends on wide variety of products

• Drive GENUINE Social Media conversation, Word of Mouth advocacy - sharing brand and product attributes for JBL, key elements and brand message among Ambassadors’ friends.

PROGRAM MECHNICS

Talent | Youth Marketing

• Leveraging letsintern.com’s dynamic platform

• In campus branding via posters

• Leveraging LetsIntern social media

SELECTION – Attracting applications

Talent | Youth Marketing

Application form

SELECTION – Attracting applications

Talent | Youth Marketing

Emailers to the Letsintern database

Talent | Youth Marketing

Social media promo

Talent | Youth Marketing

In Campus promotion via posters

Talent | Youth Marketing

Training & Induction

Talent | Youth Marketing

Program in Action Products being used at different occasions by Ambassadors - JBL experiences

Product Trials

Talent | Youth Marketing

Program in ActionTaking the brand & products to everyday lives!

In CampusProduct Trials

Talent | Youth Marketing

Social MediaGenuine conversations by ambassador’s Friends after product experiences

Talent | Youth Marketing

Social Media conversations about JBL

Talent | Youth Marketing

Social Media conversations

Talent | Youth Marketing

Social Media content

Talent | Youth Marketing

JBL YOUTH AMBASSADORS PRODUCT PHOTO SHOOT

Talent | Youth Marketing

Talent | Youth Marketing

Talent | Youth Marketing

Talent | Youth Marketing

Talent | Youth Marketing

JBL YOUTH AMBASSADORS SPECIAL INTERVIEW WITH YVES VAN (TOMORROWLANDS

RESIDENT DJ) FOR JBL PRODUCT REVIEW

Talent | Youth Marketing

Talent | Youth Marketing

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Number of Total

Contacts

Number of Product Trials

Sample Performance

Talent | Youth Marketing

• JBL Youth Ambassadors posting brand information, product information, images and creating content online go generate hype and promoting Harman Facebook page and E Commerce Website.

• Hundreds of Ambassadors friends are reached every week with individual product trials giving genuine feedback.

• Successful music events in college fests by creating a new property for JBL in campus.

• Converting product trials into sales by giving discount coupons to Ambassadors friends and other marketing collaterals to creat strong brand image.

• And more…….

*Confidentiality clauses restrict sharing more details of particular program

RESULTS

Talent | Youth Marketing

Thanks!

If you want to build a brand community and have real engagement with the youth.

Get in touch..Pranay Swarup: pranay.swarup@letsintern.com

Salman Noor: Salman.noor@letsintern.com