video1.0<iframe src="https://www.loom.com/embed/2535619268b8473c9706a9b906d27902" frameborder="0" width="1920" height="1440" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>14401920Loomhttps://www.loom.com14401920https://cdn.loom.com/sessions/thumbnails/2535619268b8473c9706a9b906d27902-04c2fcdeb83a0660.gif435.392This 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.