BEATS
BY DRE
BRAND CAMPAIGN I CULTURAL MOVEMENT
QUICK BRIEF:
INSPIRING A CULTURAL MOVEMENT THAT CHANGES THE NARRATIVE WITHIN THE ENTERTAINMENT INDUSTRY.
WHAT I DID:
Qualitative Research
Quantitive Research
Strategic Development
Deck Flow + Presentation
RESEARCH TYPE:
Secondary Research
Consumer Reports
Interviews
THE LANDSCAPE:
Beats by Dre is an Apple-owned premium headphone company. Together, they are currently the #1 headphone brand in the US market, with nearly a 50% share.
THE BRAND:
Beats by Dre is cultural icon in the world of fashion, culture and sports.
THE GOAL:
Make Beats a platform that inspires diversity and inclusion within music, sports, and pop culture.
THE CHALLENGE:
How does a headphones company create meaningful purpose for themselves outside of simply selling their product?
THE PROBLEM:
The entertainment industry is fraught with labels. It is inherently designed to “box people in”.
WHAT DOES IT MEAN TO BE “LABELED” OR “BOXED IN”:
BEING TOLD YOU CAN ONLY BE ONE THING OR BEING LABELED AS SOMETHING THAT YOU DON’T FULLY IDENTIFY WITH.
However …
The biggest cultural icons of today are people who have broken out of the social standard that you can only do or be one thing.
INSIGHT:
You can’t give full expression to who you are without first acknowledging all sides of you.
TARGET AUDIENCE:
Anyone who feels stuck because they can’t fully be themselves without being labeled or confined to a box.
Concentric Circles of Consumers
HISTORY OF BEATS BY DRE:
PEOPLE AREN’T HEARING ALL THE MUSIC
It all began with an idea. In 2006, Beats by Dre was created by Dr. Dre & Jimmy Lovine, two titans of the music industry. The premium headphone company was founded on the premise that “people aren’t hearing all the music” - or in other words that people weren’t appreciating music because they couldn’t properly listen to it how the producer had originally intended for the music to be listened to. Dr. Dre even said this about the ubiquitous earbuds of 2006: “Man, it's one thing that people steal my music. It's another thing to destroy the feeling of what I've worked on.”
Beats by Dre (in partnership with Apple) is the #1 headphone brand in the US. Its popularity has accounted for nearly 50% of the headphone market. Their distinct brand voice and brand identity has charted a course as one of the most authentic, well-respected, and culturally relevant brands today.
BEATS BY DRE SOCIAL PLATFORM:
Instagram Followers
3.9 MILLION
Facebook Followers
8.4 MILLION
Youtube Subscribers
853 THOUSAND
Twitter Followers
911.5 THOUSAND
A HISTORY OF TAKING A STAND AND MAKING HEADLINES:
The Strategy:
LEVERAGE THEIR PLATFORM TO INSPIRE FANS TO RISE ABOVE THE LABELS
THE OPPORTUNITY:
START A MOVEMENT THAT LIVES BEYOND MUSIC
WHY START A MOVEMENT?
Of shoppers stay loyal to brands that share their values [NerdWallet]
89%
of Americans will purchase a product because a company advocates for an issue they care about [Cone Communications]
87%
of consumers say that they would pay more for a product if they believe that the brand is making a positive impact in the world
[Harvard Business Review]
70%
THE CREATIVE CONCEPT:
In a world made of boxes, the only way to be is exactly who we are; and let every side of us be heard.
Check No Boxes
THE ANTI-GRAMMY’S
Every year, the Grammy’s is typically known for being music’s biggest night. It is a night in which the biggest stars are celebrated for their contributions to the music industry. However, it is also a night in which labels dictate major awards and recognition.
We wanted to change that.
