Jabra was scheduled to launch its technically advanced Jabra Elite Sport earbuds in September 2016. Without strong awareness, the launch risked getting lost in the hotly contested “true wireless” market.
Backed with data, we laid groundwork for exclusive pre-launch reviews and seasonal stories with influential media across business, technology and lifestyle media. Market research revealed a growing demand and third-party product validation drove competitive differentiation. We executed a campaign to position Elite Sport as the premium audio solution to mass market offerings.
142 articles secured during the launch month – a 130% year-over-year increase and more than double the previous month.