Beats by Dre – Tiktok Campaign

Objective: Launch the TikTok brand channel from scratch and drive awareness and positive sentiment among Gen Z, keeping Beats top of mind for this audience. The campaign specifically focused on promoting the new line of colorful Powerbeats Pro headphones.

Strategy:

• Develop a social-first campaign that blends music, creativity, and user expression.

• Utilize TikTok creators and the core Gen Z audience to communicate the brand identity authentically.

• Launch a color-themed hashtag challenge (#BeatsDaisyChallenge) tied to Ashnikko’s new song Daisy, inviting users to produce creative content inspired by the four Powerbeats Pro colors: Glacier Blue, Spring Yellow, Cloud Pink, and Lava Red.

Execution:

• Oversaw TikTok Brand Channel Strategy, influencer strategy and management, content approvals, posting cadence, and music licensing partnerships.

• Engaged prominent TikTok creators across multiple markets: US, UK, Nordics, France, Germany, and Russia.

• Weekly challenges hosted by Ashnikko encouraged user participation.

• Selected standout user-generated content to appear in the official music video for Daisy.

Results:

• Achieved massive reach and engagement worldwide.

• Leveraged music and creator culture to drive authentic Gen Z participation.

• Awarded Gold in the Social Campaign category at the W3 Awards.

Project Stats:

• Hashtag views: 7.1B+

• User-generated TikToks: 2.1M+

• Award: W3 Gold – Social Campaign