Jabra launched its technically advanced Jabra Elite Sport earbuds in ANZ but the launch risked getting lost in the hotly contested "true wireless" market.
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.
Over 40 pieces of coverage - a 200% year-over-year increase in coverage and mentions.