Beats - Got No Strings
This campaign is a lot of things. A simple idea, a global sing-along, the most effective and most viewed campaign in Beats history, and the start of a new era for the brand’s voice: fun.
20 Celebrities, 900 million views in 13 countries
We took the iconic children's song and paired it with 30 global celebrities from sports, film and pop-culture and music who live life without strings. We kicked off the campaign through their social media channels, reaching a massive range of people.
The film was viewed over 900 million times, and with targeted media reinforcing our message, 15.2 million site views led to Beats having its best fiscal quarter of all time.
A Global Campaign
A truly global message; the song is from 1940, but the story of Pinocchio is the second most translated text in history (after the bible) so the film worked everywhere.
And with so much talent we literally had something for everyone.
Culturally Relevant
Not just integrated in every medium, but culturally relevant too. When Hillary accused Trump of being a puppet, we responded in real time and joined the conversation.
Case Study
With an unprecedented 95% completion rate, the video was Beat’s best performing asset, for that and all the other stats, click play.