Developing an international, integrated marketing approach

Building on two decades of successful momentum in the US, JLab set its sights on a bigger challenge: going global.

The brand needed a global marketing agency to build awareness, create local relevance, and fuel retail growth across key markets. But how do you take a challenger audio brand with a strong US identity and make it culturally relevant in different markets, without losing what makes it distinctive? 

In a crowded category, strong products alone were not enough. JLab needed to stand out, build relevance, and give people a reason to believe in and choose the brand.

We developed an integrated international marketing approach around one clear ambition: making the joy of sound more accessible. 

The focus was on taking JLab beyond a functional tech product and into a culturally relevant brand that taps into interests, communities and moments that mattered to its audiences. 

An always-on programme brought this to life through global partnerships and localized campaigns, from Summer of Sport and Fitness and the British Masters to grassroots communities, influencers and retail partnerships. 

The result was a stronger, more visible brand presence – creating more ways for people to discover JLab, experience its innovative audio and build a long lasting connection with the brand. 

From global reach to local cultural relevance, our programme put JLab in front of millions of audiences across key markets.

From grassroots football and running communities to high-profile lifestyle influencers, niche category talent and retail partnerships such as a Currys email giveaway, the programme created multiple ways for audiences to discover, try and connect with JLab.