PMG and Beats by Dre Win Award for TikTok Campaign
With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.
The W3 Awards recently recognized PMG and Beats by Dre for the brand’s powerfully engaging TikTok campaign, Sound of Colour, giving the effort a Gold Award in the Social Campaign category. The campaign supported the global launch of a new line of colorful PowerBeats Pro headphones.
The campaign centered around inviting TikTok users to contribute to the first music video made with user-generated content from the platform. Working with TikTok superstar Ashnikko, we challenged audiences to create color-themed TikToks inspired by the new headphones to incorporate into her new single, Daisy. It was the perfect evolution of a brand that grew popular through product placement in music videos, combined with the popularity, reach, and creative canvas of TikTok.
PMG recruited prominent TikTok creators to seed the challenge and introduce Beats’ product suite to their audiences in the U.S., U.K., Nordics, France, Germany, and Russia, and complemented that with a phased rollout of TikTok paid media.
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We were able to engage a notoriously difficult-to-reach younger generation to not just view Beats’ content, but to create their own content in response, driving authentic engagement worldwide. We blew past goals as more than 2.1 million TikToks were uploaded — with more than seven billion hashtag views globally — the best of which were selected by Ashnikko to be edited into the final music video.
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