Jabra Elite Sports Earbuds

Jabra


Jabra launched its technically advanced Jabra Elite Sport earbuds in ANZ but the launch risked getting lost in the hotly contested "true wireless" market.

Strategy

Market research revealed a growing demand and third-party and peer product validation drove competitive differentiation between headphone brands. Backed with data and insights and a solid Jabra story, we laid the groundwork for exclusive pre-launch meetings, product seeding, reviews and seasonal stories with influencers and media across business, technology and lifestyle media. We executed a two-phase campaign to position the Jabra Elite Sport as the premium 'true wireless' audio solution to the ANZ consumer.

Results
Over 40 pieces of coverage - a 200% year-over-year increase in coverage and mentions.

  • 65% coverage from tier one publications including: The Today Show, Australian Financial Review, News.com.au, Gizmodo, New Zealand Herald, PC World and the National Business Review 
  •  Elite Sport selected for the PC World 2017 Editors' Choice Awards 
  • 15% increase in number of review unit requests from ANZ media/influencers
  • Unpaid, personalised influencer outreach including elite athletes in various sports e.g. Tennis, Rugby, Cricket
  • Content optimization and curation 
  • Social Advocacy Development: Influencers and Native content 

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