JBL x doja CAT
Launching brand 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](https://static.wixstatic.com/media/e6293e_48342113876447deb3a4abb121b4a9c5~mv2.jpg/v1/crop/x_0,y_1,w_372,h_537/fill/w_398,h_575,al_c,lg_1,q_80,enc_avif,quality_auto/%5BJBL%5D%20Doja%20x%20Grammys%20-%20Partnership%20Launch%20Recap%20(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
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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”
RESULTS
82M+
Social Impressions
2.8B
PR Impressions
$1.6M
Ad Value