2024 Silver Clio and Shorty winner 🥈
Our brief was to tweet about JBL’s global partnership with Doja Cat during the 2022 Grammys. So we threw it out.
We decided to let Doja be Doja. She announced the partnership without saying a word - bringing a customized JBL Clip 4 speaker as her +1 and ultimate fashion accessory to complete her custom Versace look. We turned the red carpet into our brand stage. As the internet went wild, we gave Doja full creative control allowing her to be herself and announce the partnership however she wanted on TikTok - no directions, no revisions, and prepared our clients to quickly approved. She delivered on social with an authentically chaotic rebrand of JBL with her infamous “jibble jibble jibble” TikTok backstage. By the end of the Grammys our team had not only created and engaged with internet frenzy, but created a viral TikTok duet that would be talked about for the weeks to come… officially putting JBL on the Gen Z map.
Creative Direction: Drew Botcherby & Claudeland Louis
GCD: Jonathan Ong
The Results:
82 Million Social Impressions
10 Million Social Engagements
2.8 Billion PR Impressions
$1.6 Million equivalent Ad Value
22.4+ MillionTikTok Views
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:
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
Drum Award: Best Celebrity and Influencer Brand Partnership 2022
Silver Shorty Award, Earned Media
Silver Clio Award
