The Gist
We were tasked with ensuring people scrolling social were tapped-in to JBL’s announcement of their new campaign featuring Doja Cat during the Grammys. Working with a complex group of partner-agencies, it was known there were 3 planned beats for the moment:
1. Doja walking the red carpet wearing the JBL Clip 4
- 2. Doja posting to her social-feeds immediately afterward.
- 3. JBL would amplify Doja’s post.
– The third point is where our efforts were needed; seeing as giving celebrities scripts or planned memes falls flat with Gen-z, we aligned on shaping our Organic brand response to whatever unexpected content Doja posted that night.
My Approach
I planned the guidelines, and workflows for the live war-room that ideated and published our response to Doja in the time that it took for her to go on stage and accept her Grammy.
Ensuring our on-screen Creator had the brand assets, products and potential situations gamed-out to produce in-advance was key to our speed and effectiveness.
We understood the optimal way to amplify our talent’s already viral clip wasn’t to just post a separate response video, or even a repost, but to use a Tiktok-duet that built upon Doja’s unexpected, slapstick moment.– Revealing that JBL may have been in-on-the joke, but improvised the bit, which is highly regarded on the FYP.
The Work
Daring to be unexpected, JBL X Doja announcement blasted off – we hooked Gen Z’s attention and engaged interest in more from JBL. TikTok’s handle chimed in “Hands down, best TikTok of the week”.
All with zero paid dollars – over a span 12 days we gained:
- 82M Social Impressions, gaining +10M Social Engagements.
- 2.8 Billion PR Impressions, with $8M in Ad Equivalent value.
- 22.4 Million TikTok Views, with enormous 24.5% engagement (5x the 4.5% avg).
- JBL x Doja TikTok #duet was viewed 13,304 hours = 2 years’ worth of time spent with JBL
- This partnership lifted overall brand familiarity by 5%, as measured by a follow up Kantar brand survey.
See full case video study from 15th Shorty Awards here.
🏆 Along with the following recognition:
Clios – Silver
The Drum – Best Celebrity and Influencer Brand Partnership
Digiday – Finalist
The Shorty Awards – Silver
Fast Company – Marking Innovation Feature
LLB – High Five: Perfect Celebrity Endorsements
AdAge – The Top 5 Brand TikToks You Should Know About
Rolling Stone – Feature