INFO
As Director, Client Strategy at PMG I provided media strategy direction for all BeatsByDre paid media campaigns spanning October 2023 – March 2024. This includes Beat’s 2023 holiday campaign ‘The King & The Viking’ featuring Lebron James & Erling Haaland.
My team was tasked with building a media campaign to increase brand affinity and purchase consideration for the Beats Studio Pro headphone.
I crafted an omni-channel campaign strategy that included 17 different partners, spanning across digital media, social media, search, display, influencer, and OOH. The campaign resulted in the best sales quarter for the company since it was acquired by Apple 10 years prior.
HERO FILM
ASSETS
We were asked to support a 2:00 Hero Film, a :30 cutdown of that Hero Film, a couple of :15 TikToks, and some still images. We activated across 17 partners in ways that were new and engaging for the client.
STRATEGY
My campaign strategy centered around activating with audiences that index high in basketball and soccer interests to ensure that they recognized the talent, and would be more compelled to consider Beats. We fed the funnel with exposure across several CTV partners surrounding Lebron and Erling’s live games. We then drove down the funnel across social media and contextual audiences showcasing a mix of talent and product imagery.
UBER
An example of a “never been done before” partner that yielded great results was Uber. We targeted riders headed to and from sports stadiums and arenas.
EAFC
INFO
For this campaign we also partnered with the all new EAFC video game to recreate the hero film in the game elevating the Beats Studio Pro with Soccer fans all over the world.
RESULTS
WE CRUSHED ALL METRICS WITH JUST A 10% YoY SPEND INCREASE!
