Beats by Dre
Got No Strings
To support the launch of three new wireless headphones during the bustling 2016 holiday season, Beats had one big mission – inspire people to adopt the wireless lifestyle. Beats wanted to make a statement to the consumers that the change to wireless was inevitable and leave their competition in the dust.
Services
280
280 “Got No Strings” press mentions
1B+
1 billion+ impressions in the first three months
72 M
72 million trend impressions
Challenge
The mission was as simple as it was daunting – take center stage during the holiday rush to inspire people around the globe to adopt the wireless lifestyle and make the new product lineup a must-have on every holiday shopping list. Beats partnered with PMG using an audience-first approach, tapping into PMG’s broad knowledge of digital consumers.
Strategy & Approach
The strategy began with honing in on Beats’ potential customers. Using PMG’s Audience expertise, the Beats team decided to focus on connecting with people who grew up in a world with endless options, but limited time. Relentless and restless by nature, PMG knew these shoppers wanted products and experiences that help them to continue accelerating forward in life.
To connect with Beats’ passionate and optimistic target audience, PMG went all in with one simple insight: the immense freedom that comes with no strings. The media campaign took the form of display media and social (owned, paid, influencer), as well as retail activations, Digital-Out-of-Home, talent-led product demo films, and an anthemic film scored to “I’ve Got No Strings” from Disney’s Pinocchio.
The film starred a global cast of carefree A-listers (e.g., DJ Khaled, Travis Scott, Miyavi, Party Next Door, Juno Temple, Young M.A., William Chan, Michael Phelps, Liza Koshy, Amber Rose, Karlie Kloss, Rebel Wilson, Ben Simmons, Nicki Minaj, Pharrell, Karen Civil, Steve Buscemi, and Sayo) who effortlessly moved through life, empowered by the new Beats wireless headphones.
Results
The campaign’s success totaled over 72 million trend impressions and 15.2 million site visits. It was hinged on identifying the opportunities that generated maximum buzz and earned media coverage. “Got No Strings” went on to be named one of 2016’s top viral videos according to Ad Age/Visible Measures and became Beat’s highest performing video in terms of view completions, which is all the more impressive when you consider the rich history of the brand’s video creative. More importantly, PMG helped Beats achieve its most successful holiday season ever.
MarCom Awards
Digital Trading Awards
OMMA Awards