How does Gen Z perceive the marketing campaigns and brand image of Beats by Dre on Instagram, and what impact do these campaigns have on their purchasing decisions and brand loyalty?

During my strategic externship with Beats by Dre, I identified a critical market gap: the brand's global Gen-Z growth frameworks were heavily optimized for primary Western markets, completely overlooking the hyper-fragmented, high-growth landscape of Latin America.

Leveraging my native perspective, I executed an independent consumer insights analysis. The objective was to decode how LATAM Gen-Z perceives Beats by Dre.

Out of 54 global externs, my strategic playbook was selected to be presented directly to Camille Barbier, the Head of Consumer Insights at Beats by Dre, earning a formal Certification of Outstanding Performance.