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.
- 60% coverage from tier one publications, including: NBC News, Time Magazine, Huffington Post, Business Insider, CNET, Self Magazine, Allure Magazine and Esquire
- Inclusion in more than 150 posts alongside Apple iPhone 7
- 90+ review unit requests from US media/influencers
- 45k page views and 39k unique visitors to the Elite Sport product page in the first week