Description
- Date: July 2, 2024
- Categories: BrandingMarketing CampaignsSocial Media
Project Date: September 2023
Objective:
- To celebrate Papua New Guinea’s Independence Day by connecting the celebration with the JBL brand.
- To create a unique and culturally resonant product that highlights the rich musical heritage of Papua New Guinea.
Campaign Overview:
- Partnered with local artist Nombri to create custom-painted JBL speakers.
- Each JBL speaker was uniquely painted with traditional musical instruments representing different provinces in Papua New Guinea.
Strategy:
- Collaboration with Local Artist: Engaged Nombri, a respected local artist, to ensure cultural authenticity and appeal.
- Custom Design: Focused on creating one-of-a-kind JBL speakers that celebrate the diversity and cultural richness of Papua New Guinea.
- Limited Edition Release: Positioned the custom-painted speakers as exclusive items to drive interest and demand.
Channels:
- Social Media: Promoted the campaign through platforms like Facebook and Instagram to reach a broad audience.
- YouTube: Created and shared video content showcasing the custom speakers and the artistic process.
- Website: Featured the custom speakers on the official website, providing detailed information and purchase options.
- In-Store Displays: Showcased the custom speakers in Fone Haus stores to attract in-person customers.
- Online Store: Made the custom speakers available for purchase through the online store.
Achievements:
- Cultural Impact: Successfully highlighted Papua New Guinea’s cultural heritage through a modern product.
- Customer Engagement: Generated excitement and engagement among customers and the wider community.
- Brand Alignment: Strengthened JBL’s brand association with cultural celebration and local artistry.
My Role:
- Led the overall strategy and execution of the campaign.
- Coordinated with artist Nombri to ensure the designs were culturally accurate and appealing.
- Managed the marketing and promotion of the campaign across various channels.
Results:
- Positive reception from the community and customers.
- Increased brand visibility and cultural connection for JBL in Papua New Guinea.
- Enhanced sales and engagement during the Independence Day period.
Technologies and Platforms Used:
- Social media platforms (Facebook, Instagram) for promotion and engagement.
- YouTube for video content showcasing the campaign.
- Official website and e-commerce platform for detailed information and online sales.
- In-store marketing materials and displays.