Company: Harman International, Stamford, CT
Nomination Submitted by: Brave Dog
Company Description: HARMAN International designs and engineers connected products and solutions for automakers, consumers, and enterprises worldwide, including connected car systems, audio and visual products, enterprise automation solutions; and services supporting the Internet of Things. Leading brands include AKG®, Harman Kardon®, Infinity®, JBL®, Lexicon®, Mark Levinson® and Revel®.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Social Media Focused
 Nomination Title: Doja Cat Introduces Jibble
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
https://vimeo.com/730352314/8c0158397d
- Specify the date on which this campaign or program was launched:
April 3, 2022 (The Grammys)
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 191 words used.
JBL X Doja partnership - the planned rollout.
4.03.22
- 12:58am blind tease released. At 1a, Doja posts a close up of her bedazzled Clip 4 speaker, without any explanation. Chatter starts.
- 4:30pm pre-show Red Carpet glam posts (IG, TW, TikTok) of Doja’s bejeweled gown, glass purse, and gem encrusted JBL Clip 4 create a photo sensation on the Red Carpet. Wire service photos release in support.
4.04.22
- JBL X Doja Cat partnership is announced, released wide with licensed photos and BTS footage.
Meeting the unexpected moment when Doja threw away her talking points.
- 7:54pm Doja TikTok posted, spontaneously renaming her bedazzled JBL Clip 4 as “Jibble, Jibble, Jibble” and immediately trends. Many brand teams might have hesitated to analyze IP issues, and strategize a response to this surprise.
- 6 minutes later, JBL team amplifies with their reply “From now on we will be known as Jibble” and tags #Jibble.
- Within a few hours, JBL rebrands their iconic brand thumbnail as Jibble. And Doja’s Jibble post goes truly viral.
- 10:39pm JBL social team creates a #DojaDuet that extends the viral moment to greater heights.
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 219 words used.
Gen Z is emerging as the most important growth demographic for JBL. JBL has a +70 year legacy as a premium audio brand, but like all legacy brands, it strives to build authentic connections and relevance with Gen Z.
Doja Cat has become an international superstar, propelled by her talent, as well as her keen use of social media, eccentric wit, and authentic presence. Doja is truly a social pop star, avidly followed by Gen Z. JBL saw potential magic in a collaboration and Doja agreed as she became JBL’s newest global brand ambassador. We wanted the best social stage to announce this partnership. With Doja’s 8 Grammy nominations, JBL planned to leverage the Grammys to create a culturally impactful moment- with Doja that built Gen Z brand recognition for JBL, gained substantial earned/social media impressions, and drove a JBL brand story in a way never done before.
The idea – collaborate with Doja’s team for JBL to become a fully integrated, red carpet-worthy part of Doja Cat’s overall look, and gain widespread Gen Z attention for this new brand partnership. JBL worked with Doja to create a surprising JBL reveal (a bedazzled JBL Clip 4 accessory for an IG-ready look). JBL’s brand insight – embrace Doja’s voice and let her be fully Doja Cat. Dare to be unexpected.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 3 words used.
https://adage.com/article/special-report-creativity-top-5/top-5-best-tiktok-videos-brands-ranked-april-21-2022/2412321
- Outline the activities and concrete results of this campaign or program since the beginning of July 2020. Even if your initiative started before July 2020, limit your response to activities and results since the beginning of July 2020 only (up to 250 words):
Total 106 words used.
Impact and results. Daring to be unexpected, JBL X Doja announcement blasted off - we hooked Gen Z’s attention and engaged interest in more from JBL. TikTok handle chimed in “Hands down, best TikTok of the week”.
All with zero paid dollars – over a span 12 days we gained:
● 82M Social Impressions, gaining +10M Social Engagements.
● 2.8 Billion PR Impressions, with $8M in Ad Equivalent value.
● 22.4 Million TikTok Views, with enormous 24.5% engagement (5x the 4.5% avg)
● JBL x Doja TikTok #duet was viewed 13,304 hours = 2 years’ worth of time spent with JBL
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