Creative Execution

Pre production for the video started from Jan 22nd with the product key visuals shot on Jan 23rd, product key visuals were then delivered on the 5th of Feb. The video then went into production on 18th and 19th of Feb while another set of lifestyle key visuals shot at the same time and delivered on the 26th of Feb. Post production for the video started on the 20th of Feb and final delivery of the video was on the 5th of March. The video went out on Facebook and Instagram, with the video timed at 41 seconds and we further divided the scenes into five 10 second dark ads that were boosted on Facebook to help drive more traffic to watch the video and also to our e-commerce page.

The 41sec video managed 354346 viewers with 33167 viewers finished the whole video, putting us at 27.6% completion rate, double of the global completion rate of 13%, cost per 3sec view was at $0.017, cost per 10sec view was at $0.034. A relevancy score of 7 proved that the ad resonated with our target audience. For dark ads, the combined total reach for the 5 ads were at 246800 viewers and the average cost per result was at $0.006, total link clicks at 563, thus proving the effectiveness in driving brand and product awareness. We saw a significant market growth for JBL by 42.5% from 9.6% in Jan – Jun 2017 to 14.7% in Jan – Jun 2018, GfK Point of Sales (POS) Tracking, Total Bluetooth headphones, Unit Basis, Offline, Singapore.

We targeted audiences that were audiophiles and made sure to target consumers that were using JBL's competitors products so that if they were still using wired products and wanted to make a change, hopefully they will do so with JBL's products instead. As our client wanted it to target the online community, we decided to go through the social media pages of the brand, namely on Facebook and Instagram and other than showing it organically, we boosted them as paid ads and also further divided the full length video into short snippets to be used as dark ads on Facebook to drive people to watch the full length ones or to go straight to buy the earphones or headphones.