Amplifying and reconnecting Gen Z through smart, data-driven experiences

Executive Summary

JBL sought to deepen their understanding of their Gen Z customer base despite successful lead generation campaigns. Through comprehensive user research across three key markets, the team uncovered valuable insights that shaped a strategic approach to enhance customer relationships and digital engagement. The initiative focuses on unifying channel experiences and strengthening data capabilities to deliver more personalized customer interactions and targeted marketing activities.
 

Our approach

The Big Idea

Making JBL resonate with its young(er) customers in a way that is intuitive, interactive and fun for a better customer service and marketing experience.

The Strategy

We focused on Gen Z, born between the years of 1997 and 2012, via an audience research.

With clear insights from user research, interviews and concept testing in 3 key markets, we created assets and content that triggered engagement across all channels. 

The Process

Aligning the siloed channel units (app, social, retail, …) to invest in this unified initiative for increased customer intimacy was a crucial step, followed by backend CRM data setup.