Seen as a symbol of individuality, #SoloSelfie was a tool to foster and represent a connection shared by millions of people across the globe. By associating fans with a wide range of popular celebrities, athletes and musicians, Beats fostered an open-ended platform – allowing fans and audiences alike to "reinvent the selfie."

In a playful, expressive video format, people were likely to want to join. The opportunity and creative invitation was seeded through Facebook, Twitter, and YouTube. Through these channels, Beats created a new movement of self-expression, allowing fans to share and tell their stories to the world.

Since one of the campaign’s goal was driving reach (how else to establish a new social behavior, after all), the results were astoundingly successful. According to Google, the YouTube masthead placement set the record for interaction - over 350 million hours viewed. That’s more than any other video, ever. There were also 14 million engagements across the social platforms; 41,000 mentions, tweets, shares and the like; and Facebook highlighted the Black Friday and Cyber Monday flights as the best executed of 2014. Lastly, the campaign drove over 350,000 visitors to the campaign’s microsite - www.beatssoloselfie.com.