We created #BeatsDaisyChallenge – Beats’ first-ever campaign on Gen Z’s favourite platform, TikTok, and the first music video to be made using user-generated content. The campaign invited audiences to be part of TikTok superstar Ashnikko’s video for her new single, ‘Daisy’. Over four weeks, they were challenged to create colour-themed TikToks inspired by the new Powerbeats Pro headphones.
Micro and nano influencers from the launch markets (UK, Russia, Germany, France and the US) helped spread the word authentically with their own entries.The hashtag view rate (and the speed it grew) is something to shout about, but even more incredible is that millions of people from this notoriously hard-to-reach audience didn’t just view the content, they actually made content in response. The best of which was selected by Ashnikko to be edited into her music video.