Winning Australia’s Next Generation audio consumers with local Ambassadorship
Audio brand JBL wanted to engage 18 – 34 year olds. To do this, we need to create a connection between their consumer passions and our talent. The brand identified the desire for an ambassador that would represent JBL in the Australian sporting market.
A new face for JBL’s sporting arm
Enrichd Talent
Enrichd Group’s talent participates in a talent questionnaire which identifies passions, brands and values of an individual. Enrichd aligned Kennedy Cherrington to JBL new campaign as an authentic fit and reflects her values.
Engagement and Scale
The campaign leveraged Kennedy’s creativity, high audience engagement and passion for community involvement. This allowed JBL to reach new audiences and borrow credibility from Kennedy’s persona of her large social following.
Short and Long term Optimisations
Given the constant fluctuations of trends on social media, we are able to work with Kennedy to generate short term ideas for online content that will achieve maximum engagement for herself and JBL, whilst simultaneously working with JBL for longer term activations such as community programs and long form content.
Results and outcome
The collaboration between Kennedy and JBL was a massive success in connecting with 18-34 year olds! The branded content saw record high engagement for her posts. One of her posts recieved:
- 54,000 views
- 642 Hours in total play time
- 12.6% Completion rate (Average for the same amount of followers is 2.2%)
- 62% views from 18-24 year olds (JBL target demographic)
- 25% views from 25-34 year olds (JBL target demographic)
