BRINGING BEATS TO TIKTOK.
Everyone knows the iconic brand for their rash humor, bright red logos, and hi-fidelty sound. Our job was to help them translate that personality and value to TikTok and capture Gen-Z in the process.
THE ASK
Beats by Dre wanted to appeal to Gen Z. The clean cut, and honestly corporate tone that they were using didn’t resonate on TikTok. They knew Beats had a credible and tangible impact on the lives of Gen-Z through sports, music, fashion, and tech, but didn’t know how to tell that story on the platform.
THE Approach
We brought two insights together to form a social strategy. First, TikTok is a platform that highlights niche interests. Videos gain traction by identifying a community and joining that conversation. Second, Gen-Z is multifaceted. As a generation, they’ve embraced every interest as part of their identity and celebrate multi-hyphenates for their ability to be their full selves. We decided to embrace creators who had built communities in at least two of our verticals to tell the Beats story for us across the platform.
CREATIVE CONTROL
This strategy meant that we had to built trust with Gen-Z and that started with our creators. Our process involved collaboration with our talent. We brought them ideas and let them choose which they liked and make edits to ones that needed to fit their style more.
It takes a courageous brand to let others tell their story, but we knew this was how Gen-Z would feel most seen and accepted by Beats.
FAST EXECUTION.
Every month for two years, we sourced creators, onboarded them to the brand, produced, edited, and executed ideas, and reported back our successes to the brand.
It took quick learnings to make pivots on the executions, but with a nimble and smart team, we were able to see success on and off the platform with Gen-Z
BONus WORK
Beats loved our TikTok work so much that we were brought onto larger campaigns to help capture content.
We helped them turn commercials into culture.
Meet the Team
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Monet Goode
FOUNDER
With a vision for building something meaningful, our founder brings a blend of big-picture thinking and hands-on experience.
They set the tone for everything we do. -
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Emmett Marsh
SALES MANAGER
Focused, approachable, and driven by results, our sales manager is all about building strong relationships. They help connect people to the right solutions—with clarity and care. -
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Eleanor Parks
MARKETING DIRECTOR
Creative and strategic in equal measure, our marketing director brings fresh ideas to every campaign. They turn insights into action and help our message resonate with the right audience. -
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Karl Holland
CUSTOMER SERVICE MANAGER
Friendly, attentive, and always ready to help, our customer service manager ensures every interaction is a positive one. They keep communication clear, timely, and human.
