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Beats’ brand strategy in the UK had pivoted from being all about product to being a champion of Black British youth. Their social presence was dominated by the US, and so the UK team wanted to make their Twitter account (their only UK channel) more relevant to a British audience.
We devised a strategy for Twitter, turning it into a platform for Black British youth and using the brand’s reach to make grass roots talent more visible. Below is just a handful of the content we made.