JBL: 'Start A Party' JBL Party Box Launch in Europe

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WINNER of 'Pan-European Content Campaign of the Year' at the European Content Awards 2020

WINNER of 'Pan-European Content Campaign of the Year' at the European Content Awards 2020.

JBL gave us a challenge - create as much engagement and awareness as possible for the JBL PartyBox with a social-first campaign across 4 countries in Europe.

With an omni-channel approach we launched the pan-European campaign on five platforms, including Snapchat, Facebook, Instagram, YouTube and Spotify in seven countries across Europe.

A layer of GIFs showcasing the JBL Party Box were created and downloadable from Giphy for users to integrate into Instagram and Snapchat stories.

To start a party you need three characters that matched JBL’s segmented audience personas: The MC, The DJ and the The Party Starter. These were made into GIFs and integratable into Snapchat posts and Instagram Stories.

#StartAParty was the creative idea used across all social platforms and The Party Starter was the persona used for all the content and targeting.

Results

ROI exceeded 26x when 15x was the target
9.9 million people reached
27% engagement rate on Instagram
2.3% click-through rate