JBL x Doja Cat
Client: JBL
Role: Social Strategy, Real-time Community Management, Copywriting
At the Grammys, every accessory is a statement piece. And our night’s statement is bigger than any - JBL and Doja are official.
To announce Doja Cat as JBL’s newest global ambassador, we made a bold statement at the 2022 Grammys. In a Red Carpet first, she debuted a JBL Clip 4 speaker as her Versace-styled +1. With full creative freedom on TikTok, Doja unveiled the partnership in her own way, turning JBL into a viral Gen Z sensation.
Project Description
The Objective: Drive Awareness about the partnership amongst Gen Z/Grammy tune-ins + Stand out amongst others brand that participate in the moment
The Rollout:
Tease: Tease on Doja channels to generate intrigue
Activate + Engage: Doja’s big night! Engage Doja fans
across JBL and Doja channels
Announce + Celebrate: Announce JBL x Doja partnership in PR and social
The Result:
82M+ Social Impressions
2.8B PR Impressions
$1.6M in Ad Value
3,000% Increase in Traffic from TikTok to JBL.com
TikTok Official chimed in crowning us “Hands down, best TikTok of the week.”
Awards/Press:
Drum Award: Best Celebrity and Influencer Brand Partnership 2022
Silver Shorty Award, Earned Media
Silver Clio Award
The Drum : Why JBL worked with Doja Cat to reach Gen Z
Fast Company : Jibble, jibble! Why Doja Cat is the new model for celebrity brand-partnership success
Rolling Stone : Doja Cat’s Blinged-Out Grammy Accessory Was Teasing a New Collab
