Jabra is a Danish brand specialising in audio equipment and video conference systems. Jabra engineers, manufactures and markets headphones for consumers and business customers.
In order to further penetrate China’s market, Jabra needed to localise its image, while being true to its great northern origins and 150 years of brand legacy.
We first analysed consumers needs and purchasing habits as well as the competitive landscape.
We extracted the edgy tech-savvy consumer as our main demographics and niche untapped by most of the competitors.
Following a workshop with the Jabra team, we co-created Jabra’s refined positioning and messaging to appeal to younger Chinese audiences.
In line with our branding strategy, we thoughtfully produced a photoshoot exalting the product’s qualities.
We styled and retouched each photograph to better highlight the products.
The brand’s Tmall store is another pillar of our brand strategy execution. We realised our photo shooting with the store’s need in mind to improve the emotional connection with end consumers.
Jabra launched successfully its new product E3, 7E and 7P lines and revamped its Tmall’s product page just in time for 12.12, a popular shopping holiday.