Challenge
Maximizing sell-out and visibility across markets
JBL, a leading consumer electronics brand, set out to deepen its partnership with Elkjøp by going beyond awareness campaigns and focusing on outcomes that directly influence product sell-out. With competition heating up across headphones, speakers, soundbars, and gaming, JBL needed to stand out where it mattered most: at the point of purchase.
To make that leap, the brand needed greater control and transparency over how its products were promoted across Nordic markets. Traditional campaigns helped build visibility but lacked the data needed to connect spend directly to conversion. JBL was looking for a scalable solution that could drive results and provide product-level performance insights to inform smarter, real-time investment decisions.
Solution
Activating Sponsored Products with speed and scale
JBL partnered with Havas and Criteo to pioneer Sponsored Products on Elkjøp, building a multi-market retail media strategy that activated campaigns simultaneously across Denmark, Norway, Sweden, and Finland. The team leveraged Criteo’s Commerce Max platform for centralized campaign management, ensuring efficiency and speed in optimization across all four markets.
Campaigns focused on category leadership in headphones, speakers, soundbars, and gaming—securing premium visibility where competition was strongest. JBL maintained a test-and-learn approach, using real-time insights from Criteo’s Account Strategy team to continuously optimize and stay ahead of competitors.
"Working with Criteo on retail media in the Nordics has strengthened our partnership with Elkjøp and taken it to the next level. We have always run strong campaigns together, but now we are able to directly support the sell-out of our products and access valuable lower funnel data that we never had before. It is giving us a clearer view of performance and making our collaboration even more impactful. As Criteo develop their retail media services with Elkjøp, we are keen to test and learn together to shape a successful strategy for the future.’’
Results
Gaining share and outpacing benchmarks
The results exceeded expectations. Elkjøp Sponsored Product campaigns outperformed Harman’s internal ROAS benchmark, delivering strong growth across JBL’s key categories. In total, the brand served 11.2 million Sponsored Product Ad impressions and promoted 51 SKUs across the four campaigns.
JBL’s consistent strategy paid off. The brand took 35.69% of all units sold on Elkjøp through Sponsored Ads and captured 48% of all clicks, outperforming competing brands across the platform.
“When JBL became the first brand to activate retail media with Elkjøp across the Nordics, it marked a major milestone, and the results since launch have exceeded expectations. Campaigns are averaging almost double the ROAS benchmark, driving strong growth across headphones, speakers, soundbars, and gaming.”
–Gabriela Palmitesta, Performance Business Director, Havas Market
