The Campaign

The idea was very simple. To make it relevant to our audience and make sure that they could see what were the problems that was arising from using wired earphones or headphones and present situations that you and I may find ourselves in and presenting JBL's wireless options as a solution. 4 different scenarios were chosen and put together in a linear form of storytelling so that consumers can gradually feel the pain of our protagonist and laugh along as we see him getting caught up in situation after situation while wearing wired headphones. At the end of it, we threw in a small sarcastic joke at earphones who sell themselves as tangle free but never fails to get tangled once we mesh it up with other wires or keep it in our bags. Lastly, a line on how it is always better without wires, to further drive the message.

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.

For the 41 second video that was shown on both Facebook and Instagram, we managed to reach 354346 viewers and 33167 viewers finished the whole video, putting us at 27.6% completion rate which is double of the global completion rate of 13%, cost per 3 second view was at $0.017, cost per 10 second view was at $0.034 and we also had a relevancy score of 7 which proved that the ad resonated with our target audience and people were enjoying the ad. For the dark ads, the combined total reach for the 5 ads was at 246800 viewers and the average cost per result was priced at $0.006, total link clicks at 563, thus proving that the ads were really effective in driving our audience to know more about the brand and products.

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.