Amplifying JBL’s brand presence on Amazon
JBL is an American audio electronics brand, best known for producing speakers and headphones. JBL entered the Amazon cosmos as a well-known brand with the goal of maintaining a consistent brand image not only on Amazon, but across its entire web presence and beyond. FACTOR-A/DEPT® took on the challenge of optimising a huge product portfolio in multiple marketplaces to increase brand awareness and product consideration while staying true to JBL’s beautifully cultivated brand identity.
Building a brand on Amazon
JBL asked us to optimise the product content for its very large portfolio on multiple marketplaces, while building and maintaining a uniform brand image in the Amazon cosmos. We needed to develop an Amazon presence for JBL to reach new shoppers and appeal to loyal customers, while fitting seamlessly into its existing e-commerce and corporate identity.
The main goal of this project was to achieve efficiency and feasibility. Cultivating success not only for the present, but also setting up for success in the future.
A comprehensive approach
We took a comprehensive approach, working to adhere to the Amazon content regulations while staying true to JBL’s international brand image, keeping a customer focus and raising brand awareness and product consideration.
When working with such a large portfolio across multiple markets and categories, it can be complicated to maintain a uniform brand image and to optimise the content in a timely manner. For JBL, we developed a master layout / design guideline with a one-size-fits-all design concept that could be applied to every content type in every marketplace.
This, combined with our Amazon expertise and local insight, allowed us to sustainably push JBL’s performance while creating a strong international brand image. In combination with content creation, we implemented content monitoring to ensure the maintenance of the optimised content.
Efficient & relevant content creation
Forms of content
Brand building on Amazon: We worked with the designs provided by JBL to maintain a consistent brand image across all aforementioned forms of content.
Brand building across products: Our design concept ensured a consistent design across multiple different product types.
Brand building across marketplaces: By applying our concept to every marketplace, we built a globally recognised brand image, regardless of which country customers are shopping in.
Monitoring optimised content to ensure continued quality
The energy and resources used to create relevant, optimised content for JBL is only fully exploited when it is monitored. Due to the high possibility of content deviation on Amazon, our optimised content does not always remain as the version that is live.
We implemented content monitoring for the JBL portfolio in order to:
- Notice the overwriting of already optimised content
- Quickly detect and correct any changes
- Monitor and adhere to changes in the Amazon guidelines
- Keep the intended, optimised content live at all times
Brand presence and time saved
With the help of FACTOR-A/DEPT®, JBL has built a strong, uniformed brand presence across all products, categories and marketplaces. The content design concept and implementation has boosted scalability and will cut time in half for future product optimisation.
Head of Editorial at FACTOR-A/DEPT®
Live like a champion
In the year of the World Cup in Russia, JBL wanted to claim the momentum of such event. But FIFA rules are strict and only the main sponsors can make use of the tournament’s power and build advertising around it. So, how can we make a campaign that associates JBL to the World Cup without being able to talk about it? We’ve turned to our main sports ambassador Jerome Boateng and we gave him a friendly rival: Max.
We then built a story around Max and his adventure to follow Boateng and his favourite headphones to Russia. #RoadToBoateng was an integrated campaign (focused on digital & social) that picked up the action where the TVC ended, when Boateng decided not to give the headphones Max so keenly wanted.
More than 1 million full video views
The World Cup is one of the biggest events all year round and in 2018 we wanted to make use of that momentum for our brand. Although, JBL was not a sponsor of the event, and FIFA is very protective of the image rights of the tournament. So, we implemented a strategy that used our biggest football ambassador – Jerome Boateng – and we built a story around him. A story that revolved around a young fan of his – Max -, obsessed with Boateng’s JBL headphones. We created a digital story that resumed the TVC. In this story, Max follows Boateng to Russia in search of his headphones. The whole narrative hinted to football, our ambassador – and World Cup participant for Germany – Boateng and was told in different media leading up to the World Cup. The social, digital and display ads ran strategically after the TVC, together with a radio spot, creating an integrated campaign environment around our brand and the big tournament. We also ran the campaign videos on match day in different venues around Germany, making #RoadToBoateng undeniably connected to the World Cup and a story Germans followed closely before and during the tournament.
hours viewed film time
We wanted to reach as many people as possible and build the awareness around JBL and the World Cup without crossing any lines – and so we did! We saw an incredible adherence to our campaign videos with more than 1 million full video views of our key campaign asset (higher numbers on YT) and more than 45 thousand clicks to know more about the campaign and the product (within 5 million of reached consumers online). In total, the users we’ve reached spent 600 hours watching our ads.
The reactions online were staggering with 20 million impressions and more than 70 thousand social engagements (likes, shares, comments) in all of our platforms. Last but not least, our canvas advertising environments had an opening rate of 74%, way higher than the benchmark for this kind of format.
Associate Creative Director
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