Beats By Dre
Anthony Joshua
Beats By Dre
Anthony Joshua
Leveraging A Heavyweight Global Icon To Generate Organic Hype
Objective
Announce Anthony Joshua’s partnership with Beats by Dre to the world. Tap into Gen Z culture and align the brand values of the brand with those of sporting superstar, AJ.
Strategy
Getting unfiltered access to a superstar like AJ doesn’t come around often so we wanted to give as many people as possible, globally, the chance to hear him speak intimately. We also knew we needed a partnership to maximise this exposure.
Campaign
‘In Conversation With AJ’. An intimate conversation between AJ, Beats CEO Luke Wood and grime royalty, DJ Julie Adenuga, which was attended (IRL) by 200 leading media and influencers. We partnered with the hottest digital platform around, HypeBeast, to livestream the event globally on Facebook Live. Taking advantage of Facebook’s algorithm at the time meant the stream was promoted to the top of feeds around the world.
Insights + Strategy | Creative Concepting | Campaign Planning | Experience Design | IRL + URL Production | Social Content Creation | Talent Collaborations
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