The main goal was to create content that effectively and visually communicates the brand values of JBL’s extensive product portfolio. At the same time, it was important to develop a well-thought-out strategy to communicate the unique selling points of each product in JBL’s extensive portfolio, while creating a consistent look and feel and ensuring a fast production speed.

The content also needed to allow JBL to stand out from the competition with an easily recognisable, consistent look and feel.

We took a comprehensive approach to comply with Amazon’s content regulations while staying true to JBL’s international branding, maintaining customer focus and increasing brand awareness and product consideration.

When working with such a large portfolio across multiple markets and categories, it can be very complicated to maintain a consistent brand image and also optimise content in a timely manner.

For JBL, we therefore developed a master layout/design guideline with a one-size-fits-all design concept that can be applied to any content type in any market.

In combination with our Amazon expertise and local knowledge, we were able to sustainably increase JBL’s performance while creating a strong international brand image. In combination with the content development, we implemented content monitoring to guarantee the maintenance of the optimised content.

Strategy: To increase performance and branding, it is not only relevant to have meaningful and brand-appropriate content, which is of course the first step. This is followed by the relevant promotion of the products and directing potential consumers to the content.

The Amazon Advertising experts at DEPT® developed a holistic strategy to cover all of JBL’s defined goals (securing brand awareness and increasing sales). The entire sales funnel was covered across two channels – both via awareness campaigns using video ads, sponsored and Amazon DSP ads, including all inventory and placements such as Amazon placements (on-site), as well as via off-site, as well as placements relevant to the target group, such as on Twitch.

Additional banner ads (in the consideration phase) increased visibility by covering further placements online and at the same time increased traffic to the brand store, drawing attention to the entire JBL product range.

In order to minimise wastage and use the media budget efficiently, JBL’s target group was addressed via the Amazon DSP using audience data segments, and generic and brand keywords were used via the sponsored ads. Both the awareness and consideration campaigns serve to increase or maintain awareness and increase traffic to the product detail pages on Amazon.

In this way, it can be ensured that the brand remains in the memory of potential consumers during their next purchase, so that it can then be used in their search for Sponsored Product Ads, as well as to fall into the retargeting pool of Amazon DSP segments for subsequent targeting and increased optimisation for sales.

The ads on both channels were monitored over the entire campaign timeline, regularly updated as an optimisation measure where necessary and also analysed as a management tool using various data approaches in reporting.

Consistency
DEPT® placed a strong focus on developing not only a unified design, but a thoughtful strategy that emphasised the unique features of the product while preserving JBL’s essential brand values. It was of paramount importance to effectively communicate JBL’s visual identity without diluting the existing brand presence.

Through the targeted creation of high-quality content, DEPT® was able to help JBL stand out from the competition. Special care was taken to develop a unique tonality that is unmistakable and fits perfectly with the brand’s consistent look and feel. This carefully crafted content not only reflects JBL’s values and character, but also helps to build a strong bond between the brand and its customers.

Efficiency
We have developed an efficient process that favours both the use of time and creativity. Our content creation methods are designed to be as fast and efficient as possible to save time and open up the opportunity for creative content creation for a quality brand presence on Amazon.

Relevance
Simply translating content from one marketplace to the next makes it almost impossible to optimise content for each country and compromises the customer experience. The content for each marketplace is not only written by native speakers, but also thoroughly researched. Our content creators conduct a relevance analysis of the content for each product by examining recent Amazon reviews, questions and answers, and similar products within the category. This allows them to determine exactly what information customers are looking for on this marketplace, so they can include the details that are most relevant to them.

The content is also optimised with researched keywords to improve conversion and bestseller rank.

(Premium) A+ Content
The A+ Content is an optional addition to the product description and includes modules for personalised images and text, while the Premium A+ Content also includes video options. When shopping with a mobile device, the A+ Content appears before the product details and thus determines the mobile shopping experience. The A+ design we developed for JBL is particularly seamless and optimised for mobile use. Our priority was to optimise mobile accessibility and ensure smooth navigation and thus an optimal user experience.

Based on data from JBL that around 70% of users shop on mobile, we also made sure that the A+ content was easily digestible for mobile users.

A+ content should achieve the following:

• Improve the customer experience
• Add to the product information
• Represent the brand

Brand Store
The Brand Store offers the opportunity to build a unique brand website within the Amazon cosmos. It allows companies selling on Amazon to personalise the experience for their shoppers while displaying their product range, special deals and establishing their brand voice. With the design input from JBL, we created an Amazon concept that we applied when we created the Brand Store to maintain uniformity with their already existing web presence.

Brand Stores on Amazon allow companies to:

• Build a Store with a unique URL within Amazon
• Serve as a landing page for qualified traffic stemming from Sponsored Brands Ads
• Present the product portfolio and brand image in a personalised manner and enable cross-selling to increase customer lifetime value

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

With the help of 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.