Beats By Dr. Dre Uses Chinese Celebrity Cool Kids to Promote their ‘Straight Outta’ Campaign

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Beats By Dr. Dre uses Asian celebrities to promote its newest "Straight Outta Campaign"Beats By Dr. Dre uses Asian celebrity superstars to promote its latest “Straight Outta” campaign

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.

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Beats uses Chinese singers like Kris Wu, boxers like Zou Shiming, and models like Qin Shupei to promote its “Straight Outta” campaign along with Asian hometown pride.

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 celebrity cool kid Kris Wu and his 11.7 million Weibo followers to launch their Straight Outta campaign

Beats uses celebrity cool kid Kris Wu and his 11.7 million Weibo followers to launch their Straight Outta campaign

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.

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Kris Wu, originally from Guangzhou, lived many years in Canada before returning to China. He represents the new “cool kid” demographic of overseas Chinese who return to Mainland China.

Kris who is a former EXO boy band member. EXO was a sensational hit within Mainland China

Kris is a former member of the EXO boy ban, a sensational hit within Mainland China

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.

Kris Wu talks about his hometown of Guangdong and what it means to him. Beats broadcasts its campaign videos over video platforms LeTV and Tudou

Kris Wu talks about his hometown of Guangdong and what it means to him. Beats broadcasts its campaign videos over video platforms LeTV and Tudou

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.

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Michael Kors sees a jump in user engagement when they include celebrities in their post. As part of Resonance China’s Social Branding reports, brands like Michael Kors are tracked on Chinese digital space.

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.

About Author

Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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