JBL x Doja Cat: “Jibble Jibble Jibble”

As JBL shifted its focus to Gen Z, it was imperative to do something big in order to earn this younger audience’s attention and trust on their terms. Our brief was to announce JBL’s global partnership with Doja Cat during the 2022 Grammys and amplify it on social media. 

We decided to let Doja be Doja. The Grammys Red Carpet is one of the most covered moments in music and Doja’s fans are always watching to see what stunt she’s going to pull next. So we turned it into our brand stage. She announced the partnership without saying a word, but instead bringing a customized JBL Clip 4 speaker as her +1 and ultimate fashion accessory to complete her Versace look. As the internet went wild, we gave Doja full creative control allowing her to be herself and announce the partnership however she wanted on TikTok - no directions, no revisions, and prepared our clients to quickly approved. She delivered on social with an authentically chaotic rebrand of JBL with a TikTok where she said  “jibble jibble jibble” as she got ready backstage at the event. By the end of the Grammys our team had not only engaged with the internet frenzy but created a viral TikTok duet that would be talked about for the weeks to come… officially putting JBL on the Gen Z map.

The Results:

  • 82 Million Social Impressions

  • 10 Million Social Engagements

  • 2.8 Billion PR Impressions

  • $1.6 Million equivalent Ad Value

  • 22.4+ MillionTikTok Views

  • 3,000% Increase in Traffic from TikTok to JBL.com

  • TikTok Official chimed in crowning us “Hands down, best TikTok of the week.”

Awards/Press: