{"type":"video","version":"1.0","html":"<iframe src=\"https://www.loom.com/embed/2535619268b8473c9706a9b906d27902\" frameborder=\"0\" width=\"1920\" height=\"1440\" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>","height":1440,"width":1920,"provider_name":"Loom","provider_url":"https://www.loom.com","thumbnail_height":1440,"thumbnail_width":1920,"thumbnail_url":"https://cdn.loom.com/sessions/thumbnails/2535619268b8473c9706a9b906d27902-04c2fcdeb83a0660.gif","duration":435.392,"title":"Beats_Capstone_Presentation_Recording_Jamila Campbell-Allen","description":"This Loom discusses how to win Gen Z consumers for Beats by increasing purchase intent beyond memorable ads. Jamila Campbell-Allen says Beats is culturally dominant, but current ads often lack a clear call to action, leading to high memorability but low purchase intent, as seen in the LeBron x Nike and Marathon Runner ads. She recommends a multi-year TikTok strategy using licensed unreleased music from up-and-coming or culturally dominating artists to create coveted sound and community. She also proposes using high-quality TikTok and Instagram-native creators, citing Althea Walcott’s creator ad for the highest authenticity and that 50% of survey respondents said it made them want to purchase the most."}