Newsflash: search has left the search bar. Now it’s on TikTok, YouTube, and ChatGPT. And to make sure JBL met the people there, we’d have to invent a new way to optimize content: first, we figured out how social platforms and LLMs actually recommend products, then reverse engineered our content to snag the attention of those AI crawlers.

Then the fun part: we concepted, starred in, shot, and edited a series of search-driven videos pulled straight from real life queries, turning what people ask into something worth watching.

It was all strategy, but it hits like social-first culture. And it was a major reason we grabbed a top spot on Ad Age’s 2026 Agency A-list.