Live

Goal

Problems to be solved

Develop 2 advertising campaigns to promote the JBL Live series and highlight Best Buy as the exclusive retailer, considering the brand's features and positioning within the growing headphone market.

Target Audience

Adults aged 20-30, including college students, graduate students, and recent graduates who are price-sensitive, seeking wireless earphones with adjustable ambient awareness features.

Consideration: Overcoming customer loyalty to established competitors by highlighting unique value propositions and building brand preference.
Awareness: Increasing visibility by informing consumers that purchasing this product at Best Buy offers additional benefits and exclusive incentives.

Insight

To achieve this goal, I conducted secondary research using reports on Gen Z's attitudes toward online advertising, the effectiveness of celebrity branding, and customer pain points and preferences in the headphone market.

With the data I gathered, I generated 3 main insights.

Insight 3

Insight 2

Insight 1

Customers care about the sound quality, price and comfortability the most
when considering buying a headphone/ earbuds.

Statistics and studies have shown that celebrity branding helps increase
sales in the short term and brand awareness in the long term.

For online advertising, Gen Z particularly like personalized, partnerships, or influencer ads; for its format, they prefer full-screen video such as Instagram Reel.

Creative Ideas

In response to the insights, the two creative ideas are a "Back to School" campaign and a partnership with Drake’s brand, October’s Very Own (OVO), involving TikTok e-commerce, social media copywriting, and experiential marketing.