Transcript
Talent | Youth Marketing
Case Study
Client : JBL (Harman Group)
Hear the Truth
Youth:INK – Brand Engagement by Letsintern.com
Talent | Youth Marketing
Case Study
Client : JBL (Harman Group)
Hear the Truth
Youth:Ink – Brand Engagement by Letsintern.com
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
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
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
Talent | Youth Marketing
• Leveraging letsintern.com’s dynamic platform
• In campus branding via posters
• Leveraging LetsIntern social media
SELECTION – Attracting applications
Talent | Youth Marketing
Application form
SELECTION – Attracting applications
Talent | Youth Marketing
Program in Action Products being used at different occasions by Ambassadors - JBL experiences
Product Trials
Talent | Youth Marketing
Program in ActionTaking the brand & products to everyday lives!
In CampusProduct Trials
Talent | Youth Marketing
Social MediaGenuine conversations by ambassador’s Friends after product experiences
Talent | Youth Marketing
JBL YOUTH AMBASSADORS PRODUCT PHOTO SHOOT
Talent | Youth Marketing
JBL YOUTH AMBASSADORS SPECIAL INTERVIEW WITH YVES VAN (TOMORROWLANDS
RESIDENT DJ) FOR JBL PRODUCT REVIEW
Talent | Youth Marketing
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Number of Total
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Sample Performance
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
Talent | Youth Marketing
Thanks!
If you want to build a brand community and have real engagement with the youth.
Get in touch..Pranay Swarup: pranay.swarup@letsintern.com
Salman Noor: Salman.noor@letsintern.com
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