Dr Dre's mission Objective

To analyze and address the disconnect between Beats by Dre and Gen Z consumers, identifying ways to reignite brand engagement through digital platforms like TikTok and Instagram.

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Research & Insights:
To understand Gen Z’s perception of Beats by Dre, I conducted 8 qualitative interviews with individuals aged 18-23, focusing on their media habits, consumer behavior, and brand impressions. Key findings include:

1. Authenticity Matters – Gen Z is highly attuned to genuine marketing and skeptical of overly polished or corporate content.
2. Short-Form, Engaging Content – With shorter attention spans, they favor quick, humorous, and visually striking media.
3. Style & Cool Factor – Aesthetics and personal expression drive purchasing decisions.

Platform-Specific Observations:
TikTok: Current content lacks relatability and fails to engage organically.
Instagram: Feels too corporate and lacks personal connection.
Following Behavior: Gen Z does not follow electronics brands unless they offer consistent, engaging content or utility.

Strategic Recommendations

1. Influencer-Led Content

Leverage trusted influencers (Emma Chamberlain, Marques Brownlee) rather than celebrities to bridge the authenticity gap.
TikTok: Let influencers create organic, personality-driven content rather than replicating trends.
Instagram: Prioritize aesthetic, well-produced content that aligns with Gen Z’s visual preferences.
2. Monthly Product Drop Strategy

Introduce affordable, collectible accessories (e.g., customizable headphone skins) to keep Gen Z engaged and returning to social media channels.
Collaborate with artists & influencers to create exclusive, limited-edition designs, generating hype and enhancing brand coolness.

Key Takeaways

Beats by Dre needs to shift from a product-driven to a culture-driven strategy by embedding itself into Gen Z’s digital ecosystem. Authentic influencer partnerships and interactive product experiences can reposition Beats as a Gen Z-relevant brand. Lastly, a consistent and engaging content strategy across TikTok & Instagram will foster long-term brand affinity and drive consumer loyalty.

 

Below is my video presented to Beat's Head of Global Marketing.