With the launch of a new range of Award Winning colourful Powerbeats Pro headphones, Beats by Dr. Dre challenged AnalogFolk to create a socially led concept that would drive relevancy with Generation Z and celebrated the Beats brand.

Research has shown that people considered headphones to be a utility, rather than as a tool to elevate the experience of music. While Beats is an iconic brand, they had lost their cachet and relevancy amongst Gen Z, who failed to distinguish them from competitors. So, in order to reconnect Beats with the Gen Z audience, as well as shift perceptions of Beats headphones, we created the #BeatsDaisyChallenge – Beats by Dr. Dre’s first ever campaign on TikTok.

Featuring singer Ashnikko, the #BeatsDaisyChallenge campaign leveraged talent from Tiktok’s vast community to create the world’s first TikTok music video featuring user-generated content. Over four weeks, Ashnikko challenged TikTok influencers to showcase their creativity via a series of TikTok challenges centred around self-expression through colour. The challenges were tied to the four new colours for Beats by Dr. Dre’s Powerbeats Pro headphones: Glacier Blue, Spring Yellow, Cloud Pink, Lava Red.

A key component of the campaign was the pyramid of diverse creators used to ensure #BeatsDaisyChallenge reached Gen Z. To help create authentic storytelling, the campaign used macro, micro and nano talent, including Ashnikko and local influencers. Each influencer selected was also a part of the top communities our audiences were connected to and Beats could authentically play into. This included music, sports, fashion and gaming.

In addition to a vast array of diverse talent, we also used two of TikTok’s premium advertising offerings: Hashtag Challenges, which enabled brands to directly engage the TikTok community and tap user-generated content; TopView, a full-screen 60-second immersive ad unit that appeared as soon as a user opened the application; and In-feed, a video format that fit seamlessly alongside user-generated content. These helped to put Beats on the global map.

This trailblazing #BeatsDaisyChallenge campaign was Beats’ first campaign on TikTok and launched simultaneously across the UK, USA, Russia, Germany and France. The campaign drove unprecedented reach and engagement for Beats, with 2.2 million videos having been uploaded within the first 3 weeks of the campaign, followed by 946 million global engagements. To top this off, the #BeatsDaisyChallenge hashtag page received 8.1 billion views in the first month of the campaign going live.

Feel the Colour

CREDITS

Sara Pouri

Dan Noller

Sol Ghafoor

Sofia Bodger

Simon Haithwaite

Local partners

Gold partners