JBL needed a digital strategy to attract the most demanding demographic on the web
JBL by Harmon is one of the world's market leaders in audio equipment particularly loudspeakers and headphones. In this niche online marketing is very effective but also super competitive, with a mix of established global players and disrupting start-ups all bidding for valuable impressions. Assemble were engaged to form the right tactics and strategic thinking in order to enable JBL to compete for the tough to reach Gen Z target audience.
Aligning the disciplines of cultural and performance marketing we teamed up with a network of influencers to create a set of exciting 60-second music videos. These attracted over 40 million views for JBL on YouTube and social media. But not everyone on the web is in a hurry. That’s why Assemble developed a series of engaging long-form podcasts for customers who want to learn more about music and JBL. This was distributed to drive brand awareness and engagement on Youtube, Facebook & Instagram. We then, using the same influencers, created a suite of product led content, which we used to prospect also on Youtube, Facebook and Instagram the highly engaged audiences to prodigious results.
Here are a few of the fantastic results we have achieved to date.
Everyone knows Facebook as a fun website where you can catch up with friends and share photos and posts to the world. It started as the original place to make friends. Nowadays, some people say that it has become almost a clickbait with its multitude of paid articles and advertisements.
It all started back in 2013 with the rise of Snapchat, which is now one of the most popular social media platforms in the world. Snapchat created a unique “story” feature that everyone could see, but only for a short period of time: the post would disappear after 24 hours. It became a huge success and users started to interact with Snapchat even more than before.
The Importance of Mobile and Responsive Web Design
Did you know that in 2019, approximately 52% of users worldwide use a mobile device for internet browsing? This is in comparison with desktop browsing at 45% and tablet browsing at 4%. Although just over half of the population leaning towards mobile devices may not seem very drastic, this figure compares with one of 2015, when desktop browsing was the principal method, holding around 60% of user preference.