What We’ve Done

Launching a brand to the top of the leaderboard in the French market in record time

Beats Audio

Challenge
Introduce an American audio brand in the saturated French market, with limited resources.

Solution
Limited resources mean coming up with a strategy driven by two major factors: premium pricing, and the very small number of units of Beats Audio headphones at our disposal. Placing our focus on high-end positioning, and swimming against the current of popular practice for products of this category, we decided to do without the technical aspects and concentrate instead on the product design and the art of living. Our core target audience: lifestyle and fashion magazines, as well as consumer audiovisual publications.
Product endorsement featuring top celebrities who sported Beats headset was a huge success, especially when the football player Thierry Henri was seen wearing the headphones during the 2010 World Cup.
The campaign was supplemented with many happy hours with bloggers who were provided with products for reviewing.

Results
Beats became, in less than 2 years, the 4th biggest audio headset brand in the French market.
More than 100 articles in tier-1 national and consumer lifestyle publication in six months: Elle, Closer, Stuff, Têtu (cover), Glamour, Femme Actuelle, 20 minutes, Metro, A nous Paris, GQ, Balthazar, etc.
10 TV appearances, amongst which included: Le Petit Journal, and the Canal+ breakfast show, Télé Matin on France 2, Game One…