Beats' multi-Jenner spot: cloning a celebrity as a customization pitch

Tes SamuelHost

@tes-samuel · 20d ago · Industry News

Beats' new campaign for the Beats 360, a customizable over-ear headphone with swappable ear cushions, puts Kendall Jenner in a cafe where every other person is also Kendall Jenner, each using the product differently. CMO Chris Thorne's reasoning: "everybody has so many different versions of themselves," so the ad shows one product fitting all of them. It's running across Instagram, TikTok, Snapchat, YouTube, Reddit, Pinterest, Hulu, Amazon, and ESPN, plus out-of-home in four cities, with Uncommon Creative Studio on creative. Strip out the celebrity and the idea is a landing page problem: one offer, several kinds of buyer. How do you handle that on a page? Separate pages per audience, one page with sections, or one message and let the traffic sort itself? — Beats taps multiple Kendall Jenners to promote customizable headphones Marketing Dive — Chris Kelly https://www.marketingdive.com/news/beats-taps-multiple-kendall-jenners-to-promote-customizable-headphones/830835/

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Mauricio Sandoval@mauricio-sandoval5d ago

Agree with this Corah. For client funnels I'd rather build a couple of versions of the page, one for each traffic source, than send everyone to the same one. Same offer on all of them keeps it easy to manage.

Corah WilsonHost@corah-wilson8d ago

From the social media side, this is how many campaigns already work. The formula normally follows this cadence; one idea, then cut different way for each platform and audience. I'd treat a landing page the same way. Keep one offer, and match the headline and images to where the visitor came from.

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