Harman promotes new JBL speakers with campaign (Score 71)

Sales lead: Get in touch now to help this brand promote its new product line. 

• Harman just kicked off a new campaign promoting its new JBL line of intelligent home speakers. 
• The new line is called JBL Authentics.
• The campaign is being supported across TV, print, and OOH with in-cinema ads as well. 

In other news: 

• Harman filled the CMO vacancy we told you about late last year. 
• The company promoted Daniel Lee as CMO late last year.
• Lee served as VP & GM from 2018 to 2022.

Target demographic: Millennials

The company will likely:

• Ramp up ad spend throughout H2
• Increase promotional activity for the new speakers
• Seek additional agency assistance

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: JBL spent about $9.2k on national TV ads YTD after not allocating a significant budget toward the channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend plummeted from $1.3m in 2021 to less than $500 in 2022. 
• Ad programming: It placed ads during programming such as Boy's High School Basketball, The Throne, Epic.Awesome.Videos, Verified Videos, and 2023 MTV VMA Performer Spotlight: Doja Cat. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: JBL spent around $3.2m on digital display ads YTD, up 10% from $2.9m spent in this channel during the same time period of 2022. 
• YTD data: 464.7m impressions via Instagram (51%), Facebook (48%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend equaled $6.9m in 2021 and 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, technobuffalo.com, and musicradar.com. 

Additional channel insights  

• Vivvix: Harman also invests in print and local broadcast. 
• Top podcasts sponsored: The Joe Rogan Experience, Stuff You Missed in History Class, The Bobby Bones Show, Stuff To Blow Your Mind, and Thrivetime Show | Business School without the BS. 

Agency analysis:

• Opportunity: I recommend offering PR or digital assistance for the best chance of winning some business. 
• Current roster:
  • Havas Media Group: creative, media, & social AOR