A great way of building up fan content and making it a happening as well as optimising formats like Instagram advertising and Facebook to great advantage.
Note, the text below was provided by the team behind the campaign.
Company
Atlantic Records
Team members involved
Nick Long – head of digital
Fiona Byers – senior marketing manager
Nick Tearle – web producer
Domenico Bartolo – social co-ordinator
Campaign breakdown
Budget: £25k+
Audience demographic: 60% female / 40% male, age 13-25, UK and key European territories
Overview of campaign
Jess has had phenomenal chart-topping success before her debut album had even been announced, so we had fantastic ambitions behind the album campaign from the outset. We also needed to showcase Jess’s personality and tell her story so people could grow to love the singer behind the hits.
We ran several digital specific initiatives and advertising that supported the campaign at key points, they included:
Instagram-sourced lyric video
• We built a custom site where fans could download lines of lyrics from an unheard song from Jess’s album. The download also included instructions on how to pass the lyrics across the screen.
• These fans were then encouraged to upload their videos to #GaveMeSomething and the best ones were edited into a full-length video, with Jess starting off the chain of fans passing lyrics to one another.
• This video was then premiered exclusively on Jess’s Facebook page in line with the track being released on iTunes & Spotify
Sequential marketing on social media
• We used multiple video and image ad creatives to help lead casual fans into a purchase in the three-week run up to the album release
• This allowed us to showcase all the instant grat songs on the album as well as only targeting those users who engaged with the adverts through the “buy now” creative on release
• We were also the first label to run Instagram adverts using their Facebook-level targeting.
Facebook 24-hour video exclusive
• We partnered with Facebook to premiere her emotional and very personal video for ‘Take Me Home’. The partnership not only allowed us to massively increase our reach but also allow Jess to present it alongside words from her about what the song means to her
Results and key learnings
Instagram-sourced lyric video
• We had over 1,000 fan entries from all over the world, and managed to get cameos from Lisa Snowden and Dave Berry.
• The resulting video was viewed over 3m times in its first 24 hours
.Facebook 24-hour exclusive
• Premiere amassed close to 4m views in first 24 hours, as well as adding 26k likes to her Facebook page in a single day.
It also caused a 50% uplift in streams of the track on Spotify that was sustained for a week after the video was premiered.
Sequential marketing on social media
• We saw huge jumps in engagement and reach on our adverts – the resulting CTR on the final “buy now” advert was also well above our media buyers average.
Links and extra info
Instagram-sourced lyric video
Site: http://jessglynne.co.uk/gavemesomething
Video: http://tinyurl.com/glynnefb
Facebook video exclusive: http://tinyurl.com/glynne-exclusive
Music Ally runs popular courses on digital marketing. Click here for more information on our latest courses.
READ THE OTHER DIGITAL MUSIC MARKETING CASE STUDIES
£0 – £500 budget
Asian Dub Foundation
Health
Maná
Steve
Taylor Swift
Vild $mith
£2k – £5k budget
Chemical Brothers
George Ezra
Lord of the Mics
Ludovico Einaudi
Tove Styrke
Whitesnake
Yacht
£5k – £10k budget
Bob Dylan
David Bowie
James Morrison
Max Richter
Mysteryland USA
Tove Lo
£10k – £25k budget
Avicii
Bring Me The Horizon
Lionel Richie
Madeon
One Direction
Raleigh Ritchie
£25k+ budget
Elvis Presley
Frank Carter
Iron Maiden
Jess Glynne
New Order
Years & Years
Budget not provided
Tools: platforms to help you reach new audiences
Tools :: Wyng
Through Music Ally’s internal marketing campaign tracking, we’ve recently discovered an interesting website by the…