Case Study:

JBL

JBL-media01

Job Scope

Public Relations

Date/Duration

Launch project from May - July 2023
Ongoing retainer since July 2023

Brief/Objectives

  • Ideating and conceptualising an integrated PR launch for the JBL TOUR Headphone Series, including pre-launch, launch and post-launch phases
  • Raising awareness and encouraging discussions about the JBL TOUR Headphone Series through pre-launch engagements with top tech and lifestyle media and KOLs
  • On-site management of media fam trip for the launch of the JBL TOUR Headphone Series on a panoramic train from Jakarta to Bandung

Solution

Mutant executed a comprehensive PR strategy comprising pre-launch engagements, media outreach, and on-site event management for the JBL TOUR Headphone Series, managing all phases from pre-launch to post-launch. The objective was to raise awareness and generate discussions about the product through pre-launch engagements with top tech and lifestyle media as well as KOLs. Additionally, Mutant supported the on-site management of a media FAM trip on a panoramic train from Jakarta to Bandung.

JBL-ipad
0
top-tier
journalists
> 0
media coverage pieces
social media posts

Results

  • Secured attendance from 30 top-tier media title journalists for the media fam trip.
  • Secured a total of 65 pieces of media coverage and 56 social media posts during the launch phase.
  • Obtained 44 organic social media posts from top KOLs and media during the pre-launch phase of the media trip (PR package seeding).
  • Achieved a PR value of over IDR 6.2 billion
  • Earned over 1.1 billion media and social media impressions
JBL-media02
JBL-mbp

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