Beats by Dre
— Social Management
Reclaim the youthful voice of Beats, starting with social.
Overview
A few years ago, Beats awarded us as their social agency of record, intending to transition their audience from Millennial to Gen Z. We re-launched all social platforms with a progressive approach that added value to the youth.
Most recently, we launched an experimental TikTok campaign that took creator partnerships to a whole new level.
Results
✲ New TikTok Approach Garnered 4.2M Impressions and 80.7k Engagements Across 6 Posts
✲ +298% Completion Rate and +89% Engagement Rate on TikToks Compared to Channel Benchmarks
✲ Reset of Instagram and Twitter channels
✲ Increased Gen Z Sentiment by 30%
✲ Channel growth within weeks of launch
To appeal to a younger generation, we showcased Beats products in real life through the eyes of Gen Z leaders.
To break through on TikTok, we leaned into the bold tone of Beats and Gen Z’s appreciation of self awareness. We invited 6 creators to make self-referential ads for Beats that poked fun at the typical overeager partnership approach expected from influencers.
To win the next generation, we swapped perfect images of athletes and artists wearing Beats with lo-fi and natural content created by a curated list of 500 Gen Z leaders worldwide in sport, music, art, lifestyle, tech, and fashion.
We earned Gen Z’s follow by putting them on to global Gen Z leaders and giving them a platform to showcase their beliefs and skills, introducing them to our 5M+ community.
We promoted new Beats products through distinct value propositions with internet-first content approaches.
Humanizing a streaming service through the voices of music’s top artists.
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