27
Talent | Youth Marketing Case Study Client : JBL (Harman Group) Hear the Truth Youth:INK Brand Engagement by Letsintern.com

Case study jbl

Embed Size (px)

Citation preview

Page 1: Case study   jbl

Talent | Youth Marketing

Case Study

Client : JBL (Harman Group)

Hear the Truth

Youth:INK – Brand Engagement by Letsintern.com

Page 2: Case study   jbl

Talent | Youth Marketing

Case Study

Client : JBL (Harman Group)

Hear the Truth

Youth:Ink – Brand Engagement by Letsintern.com

Page 3: Case study   jbl

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

Page 4: Case study   jbl

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

Page 5: Case study   jbl

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

Page 6: Case study   jbl

Talent | Youth Marketing

• Leveraging letsintern.com’s dynamic platform

• In campus branding via posters

• Leveraging LetsIntern social media

SELECTION – Attracting applications

Page 7: Case study   jbl

Talent | Youth Marketing

Application form

SELECTION – Attracting applications

Page 8: Case study   jbl

Talent | Youth Marketing

Emailers to the Letsintern database

Page 9: Case study   jbl

Talent | Youth Marketing

Social media promo

Page 10: Case study   jbl

Talent | Youth Marketing

In Campus promotion via posters

Page 11: Case study   jbl

Talent | Youth Marketing

Training & Induction

Page 12: Case study   jbl

Talent | Youth Marketing

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

Product Trials

Page 13: Case study   jbl

Talent | Youth Marketing

Program in ActionTaking the brand & products to everyday lives!

In CampusProduct Trials

Page 14: Case study   jbl

Talent | Youth Marketing

Social MediaGenuine conversations by ambassador’s Friends after product experiences

Page 15: Case study   jbl

Talent | Youth Marketing

Social Media conversations about JBL

Page 16: Case study   jbl

Talent | Youth Marketing

Social Media conversations

Page 17: Case study   jbl

Talent | Youth Marketing

Social Media content

Page 18: Case study   jbl

Talent | Youth Marketing

JBL YOUTH AMBASSADORS PRODUCT PHOTO SHOOT

Page 19: Case study   jbl

Talent | Youth Marketing

Page 20: Case study   jbl

Talent | Youth Marketing

Page 21: Case study   jbl

Talent | Youth Marketing

Page 22: Case study   jbl

Talent | Youth Marketing

Page 23: Case study   jbl

Talent | Youth Marketing

JBL YOUTH AMBASSADORS SPECIAL INTERVIEW WITH YVES VAN (TOMORROWLANDS

RESIDENT DJ) FOR JBL PRODUCT REVIEW

Page 24: Case study   jbl

Talent | Youth Marketing

Page 25: Case study   jbl

Talent | Youth Marketing

318

225

537507

447

534

224

432 447

305

239

930

259

75 85

222

305

190 183

80

141189 185

219 219184

0

100

200

300

400

500

600

700

800

900

1000

W 1 W 2 W 3 W 4 W 5 W 6 W 7 W 8 W 9 W 10 W 11 W 12 W 13

Number of Total

Contacts

Number of Product Trials

Sample Performance

Page 26: Case study   jbl

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

Page 27: Case study   jbl

Talent | Youth Marketing

Thanks!

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

Get in touch..Pranay Swarup: [email protected]

Salman Noor: [email protected]