How JBL seeded sports earbuds on Xiaohongshu with eighteen creators around 618

Running from 31 May to 17 June 2024, the campaign promoted JBL Soundgear sense, also called JBL音悦圈 (JBL Music Circle), and JBL Live Beam3 under the hashtag “jbl音质过人” (JBL sound quality that stands out). Fitness, running, hiking, longboarding and basketball content demonstrated secure fit, comfort, sweat and water resistance, “24小时续航” (24-hour battery life) and sound quality. Posts opened with familiar problems such as “入耳式戴久胀痛” (in-ear earbuds hurt after prolonged wear) and earbuds slipping during exercise, then introduced open-ear wear as the alternative. Image-led posts dominated, with video accounting for 28% of the eighteen posts; comment-section lotteries added a participation mechanic.

The work addressed young urban fitness and outdoor participants, including urban professional women, who wanted music without uncomfortable or unstable earbuds. It also used commuting, travel and relaxed lifestyle settings alongside sport. The 618 launch window supplied retail context, but there was no unified promotion or discount: only individual posts suggested ordering for 618, while spoken conversion prompts appeared within an otherwise seeding-led campaign.