Letsintern.com helped the Harman Group plan, build and manage a brand awareness campaign to boost product trials for JBL among the youth in top colleges across India.

1. Talent | Youth Marketing
Case Study
Client : JBL (Harman Group)
Hear the Truth
Youth:INK – Brand Engagement by Letsintern.com

2. Talent | Youth Marketing
Case Study
Client : JBL (Harman Group)
Hear the Truth
Youth:Ink – Brand Engagement by Letsintern.com

3. Talent | Youth Marketing
Create brand awareness and product trials for JBL
among the youth in colleges
by engaging student influencers who echo the
brand value, those that live & love music everyday.
OBJECTIVE

4. Talent | Youth Marketing
• 20 Influencers recruited as
youth brand ambassadors
• Influencer profiles ( Age 19 - 23 )
1. Music Lovers & Party enthusiasts
2. Sound engineers, DJ by hobby
3. High on networking
4. Singers, band members
5. Influencers – who set trends
APPROACH

5. Talent | Youth Marketing
• JBL Youth Ambassadors to flaunt the brand and new youth range of
JBL products on campus / youth hangouts and House Parties
• To curate events for JBL in College Fest and youth events.
• Create content for the brand, generate feedback.
• Drive engagement with brand through music gigs, product display in
campus/parties and discount vouchers for ambassadors friends on
wide variety of products
• Drive GENUINE Social Media conversation, Word of Mouth advocacy
- sharing brand and product attributes for JBL, key elements and
brand message among Ambassadors’ friends.
PROGRAM MECHNICS

6. Talent | Youth Marketing
• Leveraging Letsintern.com’s dynamic platform
• In campus branding via posters
• Leveraging LetsIntern social media presence
SELECTION – Attracting applications

7. Talent | Youth Marketing
Application form
SELECTION – Attracting applications

8. Talent | Youth Marketing
Emailers to the Letsintern database

9. Talent | Youth Marketing
Social Media Promotions

10. Talent | Youth Marketing
In Campus Promotion via Posters

11. Talent | Youth Marketing
Training and Inductions

12. Talent | Youth Marketing
Program in Action Products being used at different occasions by
Ambassadors - JBL experiences
Product Trials

13. Talent | Youth Marketing
Program in Action
Taking the brand & products to everyday lives!
In Campus
Product Trials

14. Talent | Youth Marketing
Social Media
Genuine conversations by ambassador’s
Friends after product experiences

15. Talent | Youth Marketing
Social Media Engagement

16. Talent | Youth Marketing
Social Media Engagement

17. Talent | Youth Marketing
Content Marketing

18. Talent | Youth Marketing
JBL YOUTH AMBASSADORS PRODUCT PHOTO SHOOT

19. Talent | Youth Marketing

20. Talent | Youth Marketing

21. Talent | Youth Marketing

22. Talent | Youth Marketing

23. Talent | Youth Marketing
JBL YOUTH AMBASSADORS
SPECIAL INTERVIEW WITH YVES VAN (TOMORROWLANDS
RESIDENT DJ) FOR JBL PRODUCT REVIEW

24. Talent | Youth Marketing

25. Talent | Youth Marketing
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432 447
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75 85
222
305
190 183
80
141
189 185
219 219
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W 1 W 2 W 3 W 4 W 5 W 6 W 7 W 8 W 9 W 10 W 11 W 12 W 13
Number of
Total
Contacts
Number of
Product Trials
Sample Performance

26. Talent | Youth Marketing
• JBL Youth Ambassadors posting brand information, product
information, images and creating content online go generate hype and
promoting Harman Facebook page and E Commerce Website.
• Hundreds of Ambassadors friends are reached every week with
individual product trials giving genuine feedback.
• Successful music events in college fests by creating a new property for
JBL in campus.
• Converting product trials into sales by giving discount coupons to
Ambassadors friends and other marketing collaterals to creat strong
brand image.
• And more…….
*Confidentiality clauses restrict sharing more details of particular program
RESULTS

27. Talent | Youth Marketing
Thanks!
If you want to build a brand community
and have real engagement with the youth.
Get in touch..
Pranay Swarup: pranay.swarup@letsintern.com
Salman Noor: Salman.noor@letsintern.com