Sounds Like Success: JBL’s Cross-Platform Holiday Campaign
JBL, a HARMAN brand, has a long history of innovation in professional and consumer audio technology, and aimed to drive on-site conversions during the holiday season. Adaptly, in collaboration with media agency BPN, developed a sequential messaging strategy for JBL that leveraged native ad formats across Facebook, Instagram, and Twitter.
The campaign activation included awareness, engagement, and conversion stages spanning several weeks. Robust targeting for the campaign was based on interest categories, keywords, Custom Audiences, and Lookalike Audiences.
Starting the cross-channel campaign early in the holiday season built awareness and helped convert shoppers after Thanksgiving. Ultimately, paid social played an integral role in JBL seeing a 50% increase, year-to-date, in e-commerce direct sales.
“Working with Adaptly and BPN enabled us to use different ads across Facebook, Instagram, and Twitter to generate awareness at the start of the holidays and drive conversions after Thanksgiving. Not only did we increase e-commerce purchases but also footfall in NYC.”
– Dave Spinato, Global Director, Digital at Harman International