Establish JBL brand awarness and product trials giving youth the JBL experience in colleges by engaging influencers who echo the brand value and build an exclusive, authentic, diverse and dynamic network of JBL Youth Ambassadors.

1. Case Study
JBL by HARMAN
Hear the Truth
YOUTH:INK – Brand Engagement by Lets Intern Talent | Youth Marketing

2. OBJECTIVE
Establish JBL brand awarness and product trials
giving youth the JBL experience in colleges by
engaging influencers who echo the brand value
and build an exclusive, authentic, diverse and
dynamic network of JBL Youth Ambassadors.
Talent | Youth Marketing

3. APPROACH
• 20 Influencers hired as brand ambassadors
• In Delhi
• Influencer profiles ( Age 19 - 23 )
1. Music Lovers
2. Sound engineers
3. DJ by hobby
4. Party person
5. High on networking
6. Singers
7. Influencers – who know what they are
listening to and people follow them.
8. Band members
9. Theater artist
Talent | Youth Marketing

4. SELECTION
• Leverage the letsintern.com database
• In campus branding via posters
• Leveraging LetsIntern social media
Talent | Youth Marketing

5. Screenshot
of
Application
form
Talent | Youth Marketing

6. Screenshot of Emailer
Talent | Youth Marketing

7. Social media promo
Talent | Youth Marketing

8. In Campus promotion via posters
Talent | Youth Marketing

9. PROGRAM
• To flaunt the brand on campus / youth hangouts and House Parties
• To Flaunt the JBL Products in campus/house parties/youth hangouts and get
product trials done with individual feedbacks.
• To build workshops and events around JBL in College Fest and youth events.
• Create content for the brand
• Drive engagement with brand through music gigs, product display in
campus/parties and discount vouchers for ambassadors friends on wide
variety of products
• Drive GENUINE Social Media
• Sharing Brand and product attributes for JBL, Key elements and brand
message with Ambassadors friends.
• Word of Mouth Marketing.
Talent | Youth Marketing

10. Training Pictures
Talent | Youth Marketing

11. Training Pictures
Talent | Youth Marketing

12. Products being used at different occasions by
Program in Action Ambassadors and product trials.
Product Trials
Talent | Youth Marketing

13. Products being used at different occasions by
Program in Action Ambassadors and product trials.
In Campus
Product Trials
Talent | Youth Marketing

14. Social Media content Genuin Feedbacks from Ambassadors Friends
after product experience
Talent | Youth Marketing

15. Social Media content
Talent | Youth Marketing

16. Social Media content
Talent | Youth Marketing

17. Social Media content
Talent | Youth Marketing

18. RESULTS
• Active Ambassadors Posting brand information, product
information , images and creating content online go generate
hype and promoting Harman Facebook page and E Commerce
Website.
• Hundreds of Ambassadors friends are reached every week with
individual product trials giving genuin feedback.
• Successful music events in college fests by creating a new
property for JBL in campus.
• Converting product trials into sales by giving discount coupons
to Ambassadors friends and other marketing collaterals to
creat strong brand image.
• And more…….
*Confidentiality clauses restrict sharing more details of particular program
Talent | Youth Marketing

19. Thanks!
If you want to build a brand community
for your brand.
Get in touch..
Salman Noor: Salman.noor@letsintern.com
Pranay Swarup: pranay.swarup@letsintern.com
Talent | Youth Marketing