Marketing

Lord of The Mics :: digital music marketing case study


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A great way of finding the right demographics and creating upsell on content that is usually free for the target demographics. This, alongside building up a sustainable amount of data from the demographics, can ensure more accurate decision-making in the future (the lifeblood of digital marketing).

Note, the text that follows was provided by the team behind the campaign.

Company

Lord of the Mics Ltd

Team members involved

Robbie Semmence – digital marketing manager
Richard Lartey – digital marketing coordinator
Adam Cardew – digital director

Campaign breakdown

Budget: £2k – £5k
Audience demographic: 8% female / 92% male, age 18-24, UK

Overview of campaign

LOTM is a UK-based series of rap battle videos, with an accompanying compilation. There were 20 artists participating in 10 clashes, which were released on DVD. Each artist recorded a Hype Session video – a freestyle calling out their clash opponent in the run up to release date.

Lord Of The Mics has a very young, mobile-first audience that tend to consume the majority of their content through free platforms such as YouTube. The fanbase, and fans of the genre in general, are very reactive, requiring us to be able to deliver messages and content to our audience at very short notice.

One of the difficulties we knew we’d face is that our audience is used to free consumption and we needed to convert these fans to paying customers. We wanted to be able to feed out content to fans in the way they are used to (free and mobile platforms) but with the longterm goal to monetise this and upsell the digital and CD/DVD product.

Lord Of The Mics partnered with Vevo for the campaign, giving Vevo the exclusive to 20 freestyle videos and music videos associated with the compilation. We created clips for each of the videos used in the campaign and drip fed these out to Facebook natively, utilising Facebook’s video retargeting tool to build up an audience of users that “viewed 95% or more” of the videos – a clear indication that the user is engaged.

Also, we set up the existing LOTM YouTube and new Vevo channel for retargeting. Combined, these methods gave us a large and highly targeted audience that we were able to advertise to on release date, making best use of our limited budget.

There were two main reasons for building a mobile app. The first was to tie social media, content, competitions, games and sales together in one place in the audience’s pocket. The other was the ability to communicate to our fans in an instant through push notifications. Facebook’s low reach meant the ability to reach 100% of our audience within seconds was invaluable.

Results and key learnings

The Vevo channel has hit 1.5m views since the end of August. The app has been installed over 2,300 times. The Facebook page has 12k likes and Twitter has 20k followers, so a huge percentage of the audience has been converted to the app.

The CD/DVD compilation charted in the top 10 of the UK chart (#9) and sold over 5,000 chart registered units. Some 25% of live tickets were sold via the app and the quiz competition was played over 11,000 times by just over 2,000 users.

It more than doubled the size of the existing mailing list through the games and competitions. The audience itself and their methods of consumption were identified very early on and the entire campaign was tailored to accommodate this, contributing to the success of the record.

Links and extra info

iOS app: http://tinyurl.com/lotmitunes
Android app: http://tinyurl.com/lotmandroid
Lord Of The Mics Vevo channel: http://tinyurl.com/lotmvevo

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