Paralleling the release of Hollywood movie “Straight Outta Compton,” Beats by Dr. Dre unleashes its “Straight Outta” Asia campaign using Asian superstars as its campaign ambassadors.
In the same vein as “Straight Outta Compton,” Beats’ “Straight Outta” Asia campaign promotes Asian pride by giving recognition to Chinese celebrities like singer Kris Wu, boxer Zou Shiming, and model Qin Shupei. Using video content and stylized “Straight Outta” celebrity photos, Beats releases its campaign over its variety of media platforms. To find out more, download Resonance China’s Beat by Dr. Dre “Straight Outta Asia” campaign report.
Beats uses Chinese celebrity sensation Kris Wu to launch its campaign from his personal Weibo account
In particular, Beats focuses on Chinese singer and celebrity sensation Kris Wu, a former member of the Korean boy band EXO. Kris Wu, a native of Guangzhou who lived many years overseas in Canada, represents the new generation of overseas Chinese “cool kids” who have returned to the Mainland to find fortune and fame.
Beats uses Kris Wu and his 11.7 million Weibo followers to launch its “Straight Outta Asia” campaign, having him post his black and white “Straight Outta” photo directly from his personal Weibo account.
Beats asks Chinese celebrities what “hood” they came “straight outta”
Beats interviews Chinese celebrities about their hometowns and asks them what “hood” where they came “straight outta.” Kris Wu for instance talks about his hometown in Guangdong and what it means to him and his music.
Beats uses video platforms LeTV and Tudou as well as its own multimedia WeChat H5 page to broadcast its celebrity videos and engage with a large Chinese audience over digital space. The brand also cooperates with urban-chic ecommerce retailer, YOHO, to create the YOHOOD Straight Outta offline fashion event.
Brands are placing a lot of emphasis on celebrity KOLs to promote their messages
Beats using celebrity ambassadors to promote their campaign is just one instance of a larger trend. Many brands regularly use celebrities and KOLs to promote their brand message and engage with a large Chinese digital audience.
In several of Resonance China’s Social Branding Reports, brands like Michael Kors and Air France consistently find that their top engaged Weibo and WeChat posts have to do with Chinese celebrities, as Chinese netizens care a lot about their public figures.
To read more about brand presence and campaigns on Chinese digital space, become a member of Resonance China and download our marketing reports.