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JBL x doja

Launching the JBL x Doja Cat Partnership through a monumental cultural moment.

OVERVIEW

JBL started the biggest night in music with a bang!

We launched the brand's official partnership with Doja Cat live on the GRAMMYs Red Carpet. Our approach sought to break through the social chatter, while supporting Doja's 8 nominations. ​

 

Leaning into Doja’s spontaneous personality, we engaged Gen Z with an authentic social activation and real-time engagement.

[JBL] Doja x Grammys - Partnership Launch Recap (3)_edited.jpg

THE SOCIAL ACTIVATION IN 3 PARTS

Bespoke product reveal during a peak paparazzi moment

Social Reveal on Doja’s channels, leaning into her own style.

JBL real-time social engagement and viral TikTok Duet

"JIBBLE" LOVE

  • Fans spent a collective 13,304 hours and 46mins watching the :08s JBL Jibble-duet on launch week

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  • JBL’s TikTok profile received a +1,875.26% increase in followers over the following week

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  • Over 200+ additional UGC TikToks created using the original “jibble jibble jibble sound”

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RESULTS

82M+ 

Social  Impressions

2.8B 

PR Impressions

$1.6M

Ad Value

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