Sara Diamond (née Pouri)
Sara Diamond, Creative Director
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Beats by Dre #DaisyChallenge

Wanna be in a music video? TikTok goes colour crazy to launch the new PowerBeats Pro headphones

Beats by Dr Dre has cameoed in some of the world's biggest music videos. But Gen Z aren't just watching videos anymore, they're making them.

So when we launched Beats’ colourful new Powerbeats Pro headphones, we understood that the way to engage this audience was to give them a way to express themselves.

And where else, but on TikTok? And with the help of who else but colourful, made-on-TikTok star Ashnikko?

Over four weeks, Ashnikko put the call out for creators to be in the music video for her new single ‘Daisy’, via four fresh colour challenges, themed to the new Powerbeats Pro headphone colours.

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#BeatsDaisyChallenge was viewed an astonishing 8.1 billion times. Add to that an uplift in brand awareness and purchase intent. But, the best number of all is that 2.2 million gen z-ers uploaded videos to be a part of our campaign. Lovie Awa

#BeatsDaisyChallenge was viewed an astonishing 8.1 billion times. Add to that an uplift in brand awareness and purchase intent. But, the best number of all is that 2.2 million gen z-ers uploaded videos to be a part of our campaign.

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