The Beats Solo is the number one selling headphone in the United States. It's priced at $199.95, a great entry point for consumers looking to be part of the brand.

Beats came to us just a few weeks before the December holidays to create a campaign featuring their new Solo2 headphones that would impact culture, work on a global scale and have a fun, entertaining tone.

The problem was that the new Solo2 headphones came out in June, yet they didn't sell. We needed to showcase the product and what it stands for: self-expression. So we set out to impact culture and seed a behavior online while promoting the Solo2 headphones.

Enter #SoloSelfie — a reinvention of the selfie featuring the Beats Solo2 headphone and using the slow-motion video feature of the iPhone 6.

Instead of focusing on your typical celebrities, we expanded our roster to include some of the most influential, relevant names across social media. To reach a diverse millennial audience, we custom tailored partnerships that spanned sports, music and entertainment. From celebrities’ Instagram accounts to massive media moments, we launched the campaign across every platform available simultaneously.

The #SoloSelfie film debuted on YouTube’s mobile masthead and featured a diverse range of talent, including pop-culture influencers like Kendall and Kylie Jenner and YouTube star Bethany Mota. These influencers helped launch the campaign by posting their own selfies and by sharing their #SoloSelfie film with their followers. We commissioned additional Vine and Instagram influencers to create Solo Selfies for their respective communities. Partnerships with talent from NBC’s The Voice and FOX Sports helped the campaign reach mass awareness.

The campaign resulted in a 25% incremental sales lift for Solo2 + Solo2 Wireless in the US. The #SoloSelfie campaign totaled 795M impressions and 188M video views during the full campaign period. Through YouTube alone, the channel generated just over 41M views, 51% of which were through non-paid. The campaign generated a significant amount of chatter in the social space, totaling 78K public posts. Overall, the campaign skewed male (61%), but the female audience dominated the conversation at key moments due to the inclusion of female talent.