In June 2016, Beats launched a new brand-entry headphone, the Beats EP, to replace the SoloHD and Solo2 Wired. The headphone is be a passive on-ear headphone with the strategy to focus on accessibly to premium sound by everyone at an affordable price.

Using the tagline, "Start Listening", the Beats EP launched in China first with musician and KOL, Z.Tao.

I oversaw the entire campaign which included a spot, product launch creative for retail for digital, online, and social, evergreen assets, packaging, fact tags, and demo video as well as the JD.com launch which featured a Z.Tao GIF pack.

The campaign was further extended globally by partnering with Jordan Fisher, Jacob Banks, Bibi Bourelly and Abir.

Results (China)

15.8M+ impressions

1M+ views

280K+ shares

412+ likes

81+ comments

300%+ increase in sales

Role

Global Brand Manager