Beats by Dre is launching a social media campaign called #ToMyOwnBeat to gain brand awareness, connect with their target audience of 18-45 year old hip music lovers, and increase their social media presence. The campaign will feature upcoming musicians making videos of themselves performing and posting them on YouTube or blogs tagged with #ToMyOwnBeat. The top 10 videos will have a chance to meet Dr. Dre, and one will receive a record deal. Beats will promote the competition across their social media channels to engage fans and acquire new customers. Their goal is to increase their Twitter and Instagram followers by 50% through the campaign.

1. Beats by Dre Digital Marketing Strategy
By Molly McCahill

3. *Ages 18-45
*Hip Music Lovers
*Somewhat Urban
*Heavy Users of technology

4. #ToMyOwnBeat is a social media campaign that Beats by Dre
would incorporate into their Digital marketing strategy to gain
• Brand Awareness
• Our target audience connecting with the campaign
• Gain social media presence

5. #ToMyOwnBeat is a social and digital
media campaign based on upcoming
musicians.
1. Upcoming or aspiring musicians make
a video of themselves preforming and
post their video on YouTube or a vlog
2. They #ToMyOwnBeat in their video and
post it on twitter or instagram.
3. The top 10 contestants with the most
retweets or likes will get the chance
to meet Dr. Dre himself and then one
will get chosen for a record deal
4. Each step of the campaign will get
posted on all social media channels for
Beats By Dre so that fans can get
connected to the competition and
Beats will gain brand acquisition

6. *Twitter and Instagram will
be our main social media
channel for the campaign
*We want to gain our Twitter
and Instagram following by
50% through our
#ToMyOwnBeatCampaign
*Facebook will be a channel
for us to promote the
campaign through promoted
posts

7. • Partner with our famous celebrity endorsers to
spread the campaign
• Make a video explaining the campaign from Dr.
Dre himself and post on all forms of social
media
• To My Own Beat Blog
• Retweets and favorites

8. • Pandora
• Spotify
• Allmusic.com
• Youtube.com
• Google, Facebook, Twitter promoted posts

9. Total Social Media Budget: $
3.7 million
• Strategy: $350,000 takes 2
months
• Social Media Promoted
Posts : 500,000
• PPC ads and Internet Radio
Ads: 1,000,000 for 3 months
• Celebrity endorsements:$
1,000,000 for 3 months
• Management: $350,000
• 500,000 for daily
adjustments

10. • Create Beats by Dre as a brand that inspires
people to be innovative like the artists that the
headphone and listening devices were inspired
by
• Create loyal and life long customers