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.