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THE BRIEF

My team was tasked with introducing a new way of looking at the traditional over-ear headphone. Our goal was to position this innovative product as an aspirational mobile fashion accessory for everyday use in public.

THE CHALLENGE

To establish the new thinking, we developed a premium web experience that focused on celebrity endorsements from Interscope recording artist, top athletes, and social influencers. The product made cameos in hundreds of breaking music videos showing artists from all genres wearing and interacting with the Beats Studio Headphone. The web site and social media leveraged this sticky content to create a new norm in personal audio. Within a year, Beats by Dr. Dre was leading the industry in sales and headphones as a fashion accessory was adopted on a global scale.

Cart System

THE CHALLENGE

My team was tasked with introducing a new category to the world and a new way of looking at the traditional over-ear headphone. Up until this point, headphones were predominantly used in the home or studio. Our mission was to position the product as an aspirational mobile fashion accessory for everyday use in public.

THE EXPERIENCE

To establish the new thinking, we developed a premium web experience that focused on celebrity endorsements from Interscope recording artist, top athletes, and social influencers. The product made cameos in hundreds of breaking music videos showing artists from all genres wearing and interacting with the Beats Studio Headphone. The web site and social media activations leveraged this sticky content to create a new norm in personal audio. Within a year, Beats by Dr. Dre was leading the industry in sales and headphones as a fashion accessory was adopted on a global scale.

Cart System

THE BRIEF: My team was tasked with introducing a new way of looking at the traditional over-ear headphone. Our goal was to position this innovative product as an aspirational mobile fashion accessory for everyday use in public.

THE CHALLENGE: To establish the new thinking, we developed a premium web experience that focused on celebrity endorsements from Interscope recording artist, top athletes, and social influencers. The product made cameos in hundreds of breaking music videos showing artists from all genres wearing and interacting with the Beats Studio Headphone. The web site and social media leveraged this sticky content to create a new norm in personal audio. Within a year, Beats by Dr. Dre was leading the industry in sales and headphones as a fashion accessory was adopted on a global scale.

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