The document outlines Jabra's marketing campaign for the launch of their new Pulse product in September. The campaign theme is "Beat Your Impossible" and will include a Central Park run product launch event, a social media campaign using the #CheckYourPulse hashtag, an influencer program with runners sharing running routes/scenery, a contest for stories about overcoming challenges, ads in Runner's World, a webinar with an ambassador, and a YouTube video highlighting inspiring stories. The goal is to motivate audiences and build on Jabra's message of empowering people to be their best through various experiential strategies.

1. Beat Your Impossible
Previously Jabra has used “Show Your Strong” as a theme to drive consumers to be the best the can
be. This September, Jabra will continue to build off these messages as they introduce a new product.
The Pulse’s campaign will center itself around the notion of “Beat Your Impossible” while using the
hashtag #CheckYourPulse. This is a way to drive the theme of fitness, motivation, and endurance as
well as product name & the action( of checking your pulse). The following experiential strategies will
be implemented to drive sales:
● Product Launch in form of Central Park Run
● Social: #CheckYourPulse hashtag, introduction of e-commerce site, marathon theme
● Running Influencer Program using #CheckYourPulse to highlight running scenery
● Contest: Tell us how you Beat Your Impossible sharing your inspiring story
● Runner’s World Ad
● Webinar with Craig Alexander
● Youtube Video that highlights inspiring story for Beat Your Impossible campaign
By building off the continuity and community previous campaigns, we are asking our audience to
check their pulse, both the app and their heart rate.

2. Product Launch: Central Park Run
The Jabra consumer loves to be
active and loves to be in the center
of everything. To launch The Pulse,
we propose a run in the heart of
NYC, Central Park.
We will display the Pulse, as well as
share how the app can be used. After
the group run, there will be a raffle
for the Pulse. In order to enter,
everyone must share the Central Park
scenery on Instagram using
#CheckYourPulse to enter to win.
This is a great way to reach the
running community and spread
awareness about The Pulse.

3. Digital Storytelling
With the recent rise of video’s importance in digital media, we
believe that in order to fully tell a story, there should be a video
component. Jabra should have a short film clip on Youtube or
Vimeo that helps examine our theme of Beat Your Impossible by
taking an inspiring story and utilizing a more captivating/viral
approach to grasp the watchers attention. This will build interest
and a buzz around The Pulse.
The film can be used on their new e-commerce website or as an
Ad on Runner’s World and can certainly be shared as content on
Facebook and Twitter.
The runner in the film will be using the Pulse and will embody the
Life Without Wires lifestyle.

4. Social Community
Beat Your Impossible Contest
What is it?
Contestants will tell their inspiring story of how they Beat Their Impossible for a chance to enter to win a Pulse. The voting
process through our social community will build awareness across all platforms, including Runner’s World, while giving
contestants recognition for the battles they’ve overcome in hope to inspire other followers.How it works?
-Seed through most inspiring stories posted weekly
-Create sharable facebook app for voting for most inspiring Beat Your Impossible story
-Post them across various social media platforms/Runner’s World to engage all communities
#CheckYourPulse

5. Webinar: Craig Alexander
Q&A with Craig Alexander to build a motivating and
inspirational face to the name of The Pulse.
Here we’ll have our speaker go in depth about his
training, why HRM’s are important, and why something
like the Pulse is revolutionary to those who have the
opportunity to use it.
This webinar will act as an event for September, as our
major spokesmen helps propel the Pulse, as well as the
Jabra brand, forward.

6. #CheckYourPulse
What is it?
Instagram influencers post their map snap/scenery picture collage
Users either create a collage or have one picture showcase the scenery of
their workout using the #CheckYourPulse hashtagThis will promote the
benefits of running as well as show people that exercising doesn’t need to be
boring and linear. Users can see each others scenery and get inspired when
they search #CheckYourPulse.
How it works?
Select a myriad of runners with a strong social following
Have them screenshot their app map and post a collage of their
running scenery and their workout using the #CheckYourPulse hashtag
Have them include importance of what a product like The Pulse means
to them.

7. Building Momentum
What is it?
There are a few things we would like to thematically highlight in September to create awareness for the Pulse.
Here we will work with both written and video blogs to promote and create awareness for the Pulse. Influencers like Lifestyle
runners and NYC Marathon trainees can post images of themselves with the product and describe how the Pulse helps them on their
run, train, and get inspired for the day ahead of them.
How it works?
- 8-10 Runners with a heavy social following
-Student Athlete
-Post Grad- “20 Something”
-Mother/Father
-Professional Athlete - Craig Alexander
-Each participant will post a “Check Your Pulse” social post
-#CheckYourPulse

8. Thought Leadership
We believe that the “Beat Your Impossible”
campaign which will include video, a contest, an
influencer program and most of all, inspirational
storytelling - we will be able to tap further into
a group of consumers who relate to the Jabra
story. The overall theme and implementation of
the September plan will resonate with our
audience and drive them to be the best versions
of themselves with Jabra.
Moreover, this initiative to develop the brand
into a consumer driven product will help
achieve more attention and a positive feeling
about the brand.