For the Australian launch of Jaybird’s X3 Wireless Sport Headphones and the solidification of its position as a brand that is first and foremost focused on sport (especially running), Jaybird’s narrative began on social media, led by influencers.
Yet another collaboration between the social media agency and creative agency arms of UMM, this campaign continued the running narrative introduced by the launch campaign and transposed it to Jaybird’s Australian Facebook page. These competitions called upon Jaybird’s digital demographic to explain how and why they run, with incentivisation coming via upscale, fitness-oriented prizes. UMM’s social media agency also established and targeted various, relevant audiences for the campaign.
The concept behind the giveaways was ‘Versus’ – the contrast between two states (as applied to running) e.g. ‘Day Vs Night’, ‘Urban Jungle Vs, The Wild’, ‘Solo Vs Group’. The diagonal-swiping animations (static and motion graphics were created to promote the comps) not only showed both states, but also represents the X in ‘X3’ as it swipes.
Overall results were as follows:
- +30 pieces of media coverage, including pieces in The Age, SMH Online, Gizmodo, and Daily Mail Australia.
- 36 influencer posts, reaching an audience of + 1.3 Million and receiving over 371k engagements.
- Almost 1.4k entries from the six-week Facebook competition.
Win a pair of Jaybird X3s, a $250 Nike voucher and a $250 Gar…WIN!! A pair of Jaybird X3 wireless headphones, a $250 Nike voucher and a $250 Garmin voucher.
Tell us in the comments below: do you prefer running in the daytime or the nightime and why?
Are you a sun-seeker or a creature of the night?
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Posted by Jaybird