THE CHALLENGE

Dialogue is agency of record for Beats by Dre in LATAM. In Brazil, while we successfully launched the Powerbeats Pro totally wireless earphones in the early fall of 2019 with media briefing sessions and product seedings, Dialogue saw an opportunity to extend product buzz leading into the holiday season as one of the main drivers of sales. In addition to obtaining in-depth media coverage on the new technological features, the goal was to engage the fitness community and position the Powerbeats Pro as the must-have product for active users looking for the ideal earphone for fitness and sports-related activities.

THE WORK

After implementing a comprehensive media relations campaign, which included the dissemination of information to press and in-depth product reviews, Dialogue amplified the plan with a successful influencer experiential activation. Dialogue partnered up with celebrity trainer Marcio Lui to develop a HIIT class with the goal of zeroing in on the product’s main feature, the ability to stay in place (in the ears) even during the most active exercise routines. Invited to the event were a group of 20 nationally recognized influencers as well as Revista Quem and Revista Corpo a Corpo, two important lifestyle and fitness magazines that appreciated the opportunity to develop content on the new product while leveraging the participation of influencers relevant to their readers.

THE RESULTS

Powerbeats Pro was highly praised by the participants, who considered it light and comfortable while capable of delivering a powerful sound. Influencers were given the opportunity to test the product in detail and asked to cover the event on social media with live videos and photos made available on-site by our photographer. In total, the launch achieved social media results of 35 million people in reach and 86 positive media articles with an estimated ad value of US$ 3.5 million including coverage in Revista Exame (top business magazine), major dailies like Folha de São Paulo and Globo online.