JBL
JBL leverages brand ambassador Dilara to bring content into the real world using TikTok's new "Out-of-Phone" format to reach new audiences and drive engagement across in-app and offline touchpoints.
JBL Tests Out-of-Phone
JBL used TikTok's Out-of-Phone placements with creator Dilara to extend paid campaign content from In-Feed Ads and Top Feed into near-retail screens, reaching new audiences and lifting attention with 24% higher watch time, 53% higher 6-second focused view rate, and 5M+ impressions in Berlin and Munich over four weeks.
JBL Bridges the Gap Between Online Stardom and Real-World Retail With TikTok's Out-of-Phone Strategy
Objectives
Blending cultural credibility with commercial consideration
As the category leader in a mature market, JBL sought to test Out-of-Phone (OOP) placements to drive further growth for the JBL Portables category.
The popular audio equipment manufacturer was on the search for an opportunity to identify new space for growth, especially among new, younger audiences in German-speaking markets. This meant increasing consideration for its lineup of JBL Portables by reaching new potential customers and encouraging continued investment from existing customers.
To meet these goals, JBL partnered with TikTok and Havas to launch a creative campaign that could push full-funnel impact to generate awareness, shift perception, and convert attention into measurable uplift.
This strategy hinged on extending TikTok's cultural footprint and influencer appeal beyond the TikTok feed and into real-world physical environments where engagement could be seen, felt, and shared.
Solution
From creator content to real-world takeovers
JBL's campaign paired testing TikTok's innovative OOP placements with its existing two-year strategic partnership with German brand ambassador and TikTok personality, Dilara.
Leveraging Dilara's massive influence on TikTok and the scale of the OOP solution, JBL brought creator content into multiple real-world, high-visibility environments. Screens were placed strategically by Vistar Media within a five-mile radius of retail locations, turning shopping malls into cultural stages where TikTok content could meet consumers in real life.
This approach allowed the brand to tap into local culture while showcasing both the emotional and functional appeal of JBL Portables, creating a seamless omnichannel storytelling moment.
The same content assets were delivered as In-Feed Ads on TikTok using the Video Views objective and through TopFeed placements in the first in-feed slot. All content was aligned with the "Made To Be Heard" campaign theme, blending lifestyle-driven storytelling with clear product proof points to connect with Gen Z audiences throughout the summer season.
Results
Proving the power of OOP and Dilara partnership
By bridging the gap between online stardom and real-world retail, JBL's campaign achieved remarkable performance results.
Average watch time increased by 24% compared to TikTok benchmarks (2.6 secs vs. 2.1 secs), while the 6-second focused view rate was 53% higher than the platform average (9.2% vs. 6.0%).
These results prove that TikTok's reach doesn't stop at the screen. With creators driving the story and OOP extending the stage, brands can create cultural moments that live both online and in the real world.
To find out more about innovative TikTok advertising and marketing solutions, contact our team here.
TikTok’s Out-of-Phone solution was an exciting innovative solution allowing us to seamlessly bridge the gap between mobile first social engagement and near-retail large screens to drive undeniable impact.
Your questions, answered
Business Help CenterHow did JBL use Out-of-Phone?
JBL paired Out-of-Phone placements with creator content from brand ambassador Dilara. Screens were placed by Vistar Media within a five-mile radius of retail locations, while the same creative also ran as In-Feed Ads and in Top Feed.
What was the campaign trying to achieve?
JBL wanted to test Out-of-Phone placements to find new growth for JBL Portables, especially with younger audiences in German-speaking markets. The goal was to build awareness, increase consideration, and encourage continued investment from existing customers.
What results were reported?
The campaign reported a 24% higher average watch time versus TikTok benchmarks, a 53% higher 6-second focused view rate, and more than 5 million impressions across Berlin and Munich over four weeks. The page also notes that past performance does not guarantee future results.