Even though Taylor Swift has a larger global fanbase than most, this campaign was dependant on the knowledge of the territory, which helped its success. It not only collected massive amounts of eCRM data but also showed how influencers in specific regions can be key in making sure that campaigns run successfully.


Universal Music Group Asia

Team members involved

Florian Jungbauer – SVP marketing, consumer engagement & digital partner management
Antonio Hui – digital/marketing executive
Wing Leung – senior marketing & operations manager SEA

Campaign breakdown

Budget: £0 – £500
Audience demographic: 60% female / 40% male, age 18-35, Korea, Greater China, SEA

Overview of campaign

To promote Taylor Swift’s release of ‘Bad Blood’, UMG’s regional marketing team developed and launched a simple campaign (badblood.getmusicasia.com) that allowed users to create their “alterego” by uploading a selfie and merging it with the single’s cover image.

This campaign solely aimed to create awareness for the new release while engaging the audience in a fun and sharable activity. The campaign was targeted to females and males, 18-35 years old, across nine markets in the region.

The campaign itself was mobile optimised and the mechanism was kept simple so users in emerging markets (where internet connections are often lacking speed) could still experience ‘Bad Blood’ in the best way possible.

The campaign did not offer any incentives and was largely promoted organically through direct mailing, postings in social media and through engagement of influencers and local UMG artists.

Both the single and the album were prominently exposed on all pages, allowing easy access to iTunes and other digital partners. Users were prompted to share their “alterego” with their friends across social media.

Results and key learnings

Despite largely organic promotion (eCRM mailers, social media postings), the campaign triggered an unbelievable buzz in social media. Within the first week, we received more than 147k photo submissions and we collected several thousand email addresses in our eCRM database allowing us to re-market to the audience.

Up until today (six months later), people keep using the page, which now hosts a staggering 200k submissions. Key to this success was the engagement of local UMG artists, who themselves are Taylor Swift fans and hence contributed to this fantastically successful campaign.

Further results of the ‘Bad Blood’ campaign (within the campaign period only):
246,908 unique page views
424,942 total page views
4:01min average time spent on the page
413 days total time spent on the page
230,904 photos generated (147,000+ saved on our page) – these photos got shared on Facebook and Twitter using the hashtag #MyBadBlood
12,308 clicks to the album
12,157 clicks to the single
sales uplift varied in each market (between x1.2 – x2.5)
est. ROI ~8,000% (within the campaign period only)

Social media stats:
1,942,284 total reach on Facebook,
1,618,423 total reach on Twitter (both mainly organic)
47,261 post engagements (likes, comments, shares on FB)
26,257 new Facebook fans across the region

Links and extra info


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