The snowball effect of the JBL Snow Party

The snowball effect of the JBL Snow Party:
Frontier connecting, learning and inspiring Gen-Zers leads to more than 170 million impressions worldwide.

How do we foster connection, learning and inspiration to encourage everyone to be the best version of themselves without any limitations? That’s the question JBL asked us to engage Gen-Zers with their brand. We love that ambition at Project360. Therefore, we quickly came up with the following idea to increase JBL’s brand awareness.

The goal of this activation was to achieve reach, drive consideration and conversion for JBL’s new product introductions. Many plans in one and it had to come together in an innovative and high-profile idea. Therefore, we decided to organize the JBL Snow Party in cooperation with Four Entertainment. This multi-day event, held in Val Thorens, brought together JBL, customers, prize winners of the Buy & Win promotion, content creators and inspirers from around the world for a weekend of creativity and adventure.

Festive activities such as the JBL Club Colour Party and the JBL Altitude Party, complete with live music and performances by well-known artists, including none other than Martin Garrix, ensured an unforgettable experience for all attendees. The highlight of the event was an exclusive influencer product presentation focused on the latest JBL products.

And the results? These speak for themselves. Partly through strategic use of influencers, we significantly increased the visibility of JBL products in several European countries. For example, the JBL Snow Party generated more than 170 million impressions across various social media platforms, the videos were viewed more than 17.1 million times and the interaction rate was twice above the benchmark. With a conversion rate of 42%, we can conclude that the campaign was additionally enormously effective in converting the target audience’s interest into concrete action.

So with the JBL Snow Party, we not only created a sensational event, but also left a deep, lasting impression on our target audience. We not only promoted products, but also inspired people to push their limits and embrace their full potential.