Beats has always built the brand on celeb endorsement. Now, their latest campaign takes this to another level. #soselfie has some serious star power endorsement and uses social and music to build a powerful integrated campaign.
Building on the selfie craze, Beats is encouraging fans to do a #soloselfie and they have spent up big to on celebs to sing, endorse and share it.
Two of the biggest names in dance, Axwell and Sebastion Ingrosso have teamed up to create the soundtrack, ‘Something New’. The track features in the 30 and 60sec spots introducing the brand new, star-studded Beats by Dr. Dre and the #soloselfie holiday campaign. The song also works as free publicity for the campaign as it gets airplay in on radio stations across the globe.
The campaign has enlisted plenty of a-listers including Keenan Thompson, Nicki Minaj, and Kendall & Kylie Jenner who all spruik the product and how to do a #soloselfie.
By aligning with a pack of celebs, rather than one, Beats enables the brand to appeal to fragmented music fans. It also minimises the celebrity risk factor.
Within a few days of release, the ad has already been viewed by more than ten million on youtube.
Beats is quickly becoming the headphone brand for a generation. It will be interesting to see whether this expensive push involving celebs, music and social can strengthen the brand’s connection to its fans and further grow its market share.
Managing Partner, Strategy