College life has always been a unique melting pot of cultures, passions, and new beginnings. For brands, it’s also a prime opportunity to make an impression on a group of consumers who are shaping their identities and future purchasing habits. JBL, the audio giant, has clearly cracked the code when it comes to college marketing, and the results speak volumes—pun intended.
Their JBL Campus initiative is more than just a marketing program; it’s a masterclass in how to meet Gen Z where they are, engage them authentically, and build connections that last far beyond graduation day.
Let’s unpack what JBL is doing and how their approach can inspire other brands and entrepreneurs to rethink their marketing strategies.
Understanding the new college playbook
In the past, college marketing often revolved around sports sponsorships, flashy events, and maybe a few free T-shirts. While those strategies still have their place, today’s students—especially Gen Z—expect more. They want companies that support their passions, relate to their lifestyle in an authentic and timely way, and align with their values.
JBL’s collegiate marketing strategy is a great example of that shift.
Rather than only focusing on professional athletes or traditional sports marketing, they’ve expanded their scope. Of course, sports are still part of the equation, but they have expanded their reach to include influencers, musicians, fashion enthusiasts, and even dorm-life hacks. In so doing, JBL has created a multidimensional campaign that mirrors the diverse interests of college students.
Instead of just sponsoring the top-tier football athletes, for example, JBL partners with all types of student athletes like gymnasts and dancers to Olympians and others. What’s in common? Each of the partners has a story that resonates with its peers. It is not about stats or fame; rather, it is all about authenticity and relatability, which is where the magic is.
Blending the physical with the digital
When we think of marketing today, it’s tempting to focus solely on digital strategies. After all, platforms like TikTok and Instagram dominate Gen Z’s attention. But JBL understands that in-person experiences still matter, especially in the college space.
Before the pandemic, JBL’s campus activities were heavily reliant on live events and activations. Think pop-ups, product demos, and collaborations with campus organizations. Post-pandemic, they’ve reimagined their approach, striking a balance between physical and digital engagement. Social media remains their “megaphone,” but they’re also ensuring that students see and experience the brand in real life.
Imagine a dorm party featuring JBL speakers or a campus DJ equipped with JBL gear. These interactions build emotional connections with children that are impossible to replicate with digital ads alone. What happens when those face-to-face interactions are amplified on social media? That’s where the real magic happens.
Leveraging the power of social media
If you’ve scrolled through Instagram or TikTok lately, chances are you’ve come across JBL Campus content. This initiative isn’t just about polished ads; it’s about real stories told by real people—student athletes, influencers, and lifestyle creators who are living the college experience.
JBL’s strategy is simple but effective. They let their ambassadors tell the brand’s story in their own voice. Whether it’s a TikTok on the best hacks for living in the dorms, a reel of how music gets them through finals week, or a post about being a student athlete, this is content that feels personal and relatable. It’s not about hard sells; it’s about connecting on a human level.
And the numbers prove it: In just a few months, JBL Campus drove millions of impressions and saw engagement rates well outpacing industry benchmarks. Why? Because the content feels authentic. It’s not a brand talking at students; it’s a brand talking with them.
Thinking beyond the sale
What’s truly impressive about JBL’s approach is their focus on the long game. For them, college marketing isn’t just about selling speakers or headphones to students today. It’s about building a lifelong relationship with their audience.
Here’s the logic: a student might start with a portable speaker for their dorm. After graduation, that same student might invest in JBL speakers for their car or a soundbar for their first apartment. Down the line, when they have a family, they might look to JBL for kids’ headphones or a home audio system. By creating meaningful connections early, JBL is positioning itself as a brand that grows with its customers.
What other brands can learn from JBL’s playbook
JBL’s college marketing strategy is a goldmine of inspiration for brands and entrepreneurs looking to connect with younger audiences. Here are some key takeaways:
- Meet your audience where they are: Whether it’s TikTok, Instagram, or the local coffee shop, understand where your audience spends their time and create content or experiences tailored for those spaces.
- Focus on authenticity: Today’s consumers can spot inauthentic marketing a mile away. Collaborate with people who genuinely align with your brand’s values and ethos.
- Think beyond the transaction: Great marketing isn’t just about today’s sale; it’s about building relationships that last. Consider how your brand can evolve with your audience over time.
- Blend digital and physical experiences: Don’t rely solely on one channel. Find ways to create memorable in-person moments and amplify them online for maximum impact.
Building a legacy of loyalty
At its core, the marketing strategy of JBL’s colleges is much more than a sale of audio gear: it is about how a brand understands what makes them tick in today’s Gen Z, then shows up in ways that feel authentic and meaningful to this generation. It’s building loyal customers for life—not just today.
So, whether you’re a global brand or a small business owner, the lessons are clear: be real, be present, and play the long game. Because when you connect with your audience on a deeper level, the rewards go far beyond the bottom line.
FAQs
1. How do I make my marketing feel authentic?
Focus on real stories and relatable experiences. Partner with creators or influencers that actually align with your brand and let them tell their story in their own voice.
2. Should I focus on online or in-person marketing?
Both! Create in-person moments that will be remembered, then amplify them online on platforms like TikTok and Instagram to reach a wider audience.
3. Why is storytelling important in marketing?
Stories create emotional connections. They help your audience see how your brand fits into their lives, making your marketing more impactful and memorable.