Info
The Beats ‘Be Ready’ was The Drum’s 2016 Social Media Campaign of the Year in Europe.
What do you do when you have 15 minutes with talent and you want to make something awesome? Get resourceful.
Brief
Euro Cup. Summer 16. Griezmann. Kane. Fabregras.
Our strategy was straight forward, let our sponsored athletes tell the personal stories of how they get ready for the big game. Shoot them in product and talk about how music is a part of that focus. The worlds biggest athletes on the worlds biggest stage.. use Beats prior to the game.
We had very little time with talent so we decided to capture MOS video, BTS photos, and a doc-style interviews to build personal, mobile-focused videos.
This campaign won a couple of awards including Drum’s Social Media Campaign of the Year.
Luckily, one of my favorite creatives to work with, Jesse McGowan, jumped on board to create the GIFs with us and we had a dedicated editorial team to put the edits together for this tight turnaround.
The genesis of this campaign actually came from a prototype that we built within 24hrs from server-bound, unused Karl Anthony Towns footage. This served as the template for the rest of the campaign – MOS with VO and a direct address, simple but effective. This video direction trickled down from the Euro Cup to Anthony Joshua’s big title fight and ultimately into the fabric of all future Beats video content.
GIFs. High-impact, low funnel content. These motion pieces were created from simple photographs and had custom messages for each players moments during the tournament.
Athlete Photography. A simple muted background lets the product and team colors sing. We captured the focus and dedication of the players prior to the games… Beats gets you ready.
Anthony Joshua. Be Ready Content Campaign
Karl Anthony Towns ‘ROY’ Congrats. The Protoype.
IG GRID. Custom Product + Campaign Launch.
Results
Be Ready
The campaign exceeded every expectation, reaching 63 million people on social and generating 25 million video views. Compared to the period before launch, traffic to the Beats UK product site increased by 134%, and unit sales skyrocketed by four times.
One of the main goals of the campaign was to reach as many fans as official sponsors like Adidas. Beats accomplished that easily, delivering 5x more engagement across social channels than Adidas during the tournament, further proving the effectiveness and efficiency of the campaign.
The relevance and reach of “BE #READY” further underscored Beats’ commitment to becoming the most culturally relevant brand in the world, allowing fans everywhere to feel as though they were watching the tournament in real-time, with the brand cheering along beside them.
