THE CHALLENGE

Beats by Dr. Dre, leading audio company known for its cool style and incredible collaborations with athletes, musicians and other celebrities, wanted to introduce Solo Pro to the LATAM market in January of this year. Solo Pro is a redesigned version of the brand’s most popular headset, Solo3, perfect for fans who want the latest Beats has to offer. With completely new wireless technology, noise cancellation, transparency features and a stronger, better looking and more resistant body and frame, this product is currently Beats’ crowning jewel. Dialogue’s efforts were aimed at presenting the new product to the most relevant members of the Mexican and Brazilian media in a personalized manner, giving them an in-depth knowledge of its features.

THE WORK

Dialogue worked closely with the brand to coordinate briefing sessions with the top media outlets in both countries to present the product and all its features. With Beats execs only spending one day in each market, we deployed a strategy to give them as much face-to-face time as possible with top media, which included editors from top tech, daily and lifestyle media outlets. In addition to media efforts, Dialogue also created a seeding strategy with high profile influencers as a way to generate buzz and further amplify the launch.

THE RESULTS

The main media outlets in Mexico and Brazil, such as Reforma Newspaper, GQ Magazine, O Estado de São Paulo Newspaper, among many others, attended the briefing sessions and were able to have a personalized experience to learn about and test the new Solo Pro. The activity resulted in a total of 43 articles and social media results that surpassed 42 million people reached.