JIBBLE, JIBBLE, JIBBLE
Silver Clio, Silver Shorty, and Drum award winner 🥈
Our brief was to tweet about JBL’s partnership with Doja Cat during the 2022 Grammys.
So we threw it out.
The Grammys Red Carpet is one of the most covered moments in music, so we turned it into our own brand stage.
Instead of putting words into her mouth, we customized a wearable JBL Clip 4 speaker to be her +1 to the event, taking inspiration from her look designed by Versace, adorning the speaker with crystals and attaching it to Doja’s handbag with a diamond chain.
Then, we let Doja be Doja and waited for the internet to go wild.
Twitter - #3 trending topic on Grammy Night
TikTok - “hands down tiktok of the week”
Results:
2.8 Billion PR Impressions
22.4+ MillionTikTok Views
3,000% Increase in Traffic from TikTok to JBL.com
82 Million Social Impressions, 10 Million Engagements
Awards:
Silver Clio Award
Silver Shorty Award, Earned Media
Drum Award: Best Celebrity and Influencer Brand Partnership 2022
Press:
The Drum : Why JBL worked with Doja Cat to reach Gen Z
Fast Company : Jibble, jibble! Why Doja Cat is the new model for celebrity brand-partnership success
Rolling Stone : Doja Cat’s Blinged-Out Grammy Accessory Was Teasing a New Collab
Creative Team: Drew Botcherby & Claudeland Louis
GCD: Jonathan Ong
Head Strategist: Grace Freeman
Jr. Strategist: Ari Santana
Agency: Barbarian Group
