launching a new product targeted towards Gen Z

my client, Beats by Dre, launched a new audio hardware product targeted to fashion-conscious females in the 16-24 year old demographic. to gain authentication in the streetwear space, we helped Beats seamlessly integrate with NAYVA, a weekly YouTube show, and customized a concerted digital campaign to launch the product successfully into market. We generated over 1.1M+ views and 99% positive sentiment. The campaign deliverables included:

• hero content: 20min long-form episode on YouTube

• social amplification across NAYVA talent & franchise Instagram accounts

• curated playlist for by NAYVA talent for Apple Music

• NAYVA talent attendance at Beats influencer event