The primary objective of the Be Heard campaign was to leverage the chest beat, a widely recognized athletic celebration. Instead of limiting the reach to sports stadiums or traditional media buys, the campaign focused on engaging sports fans directly within their text and chat conversations. Beats by Dre achieved this by offering customized assets, including GIFs and videos featuring their Beats ambassadors/athletes in the distinctive Be Heard visual style. By doing so, the brand established a connection between their brand narrative and the exhilarating moments in sports, while also empowering fans to express themselves and be heard.
The Be Heard campaign aimed to promote the latest lineup of Beats wireless headphones, which included the Studio Wireless, Powerbeats3 Wireless, and Solo3 Wireless models. The campaign revolved around "Seven Nation Army" by The White Stripes and centered on athletes preparing themselves mentally for games or performances. Our responsibility was to oversee the production of social assets and short films filmed in Houston, TX, featuring James Harden.
The campaign achieved remarkable success, accumulating an impressive 233 million views and generating a staggering 625 million impressions. One standout moment was Dak Prescott's first playoff game GIF, which garnered an astounding 25 million views within the first 24 hours.
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