Beats by Dre

The Challenge – Beats by Dre is a cultural icon, but there was an opportunity to amplify its role in bridging creativity and community. By launching the more accessible Beats EP headphones, we aimed to strengthen the brand’s commitment to empowering underrepresented voices and connecting with culture’s forefront.

The Insight – The challenge was to make a memorable debut at ComplexCon, a space buzzing with innovation and cultural significance, and to introduce the Beats EP headphones in a way that would stand out. Our strategic insight was to position Beats by Dre at the intersection of music, fashion, and art, emphasizing the brand’s mission to inspire deeper listening and celebrate cultural connections. We aimed to create an immersive, engaging experience that elevated everyday music moments and amplified meaningful stories.

The Solution – I led the #StartListening campaign, debuting at ComplexCon to launch the Beats EP headphones, which offered premium sound and durability at an accessible price. The activation featured immersive sound experiences that connected with the community and spotlighted underrepresented voices. We partnered with cultural icons like Pharrell Williams and collaborated with Takashi Murakami to unveil the limited edition Murakami x Pill. Additionally, we expanded the campaign through engaging digital content and strategic retail activations, blending art, music, and culture to make our presence unforgettable and perfectly aligned with the essence of ComplexCon.

The Impact – The #StartListening campaign drove a 25% increase in brand engagement and garnered over 50 million social impressions. The buzz and excitement generated by our ComplexCon debut and the widespread acclaim for Beats EP solidified Beats by Dre’s reputation as a brand deeply embedded in culture and creativity. The campaign successfully redefined the music experience and created meaningful connections that resonated globally.