USING SOCIAL MEDIA CONTENT, INFLUENCERS AND PLAYLISTS TO TAKE A POP-DUO TO THE NEXT LEVEL
ENGAGE THE ARTIST’S SOCIAL MEDIA FOLLOWING TO GUARANTEE LOYAL MUSIC FANS, RATHER THAN JUST INSTAGRAM FOLLOWERS. WE WERE SET THE TASK OF TRANSFORMING FOLLOWERS INTO FANS WHILST BUILDING BRAND AWARENESS AROUND THE FEMALE PRODUCTION DUO HANNIE.
330,000 INSTAGRAM FOLLOWERS
REACHED OVER 8.3M YOUTUBE USERS
With only a handful of releases with low engagement but hundreds of thousands of Instagram followers, the strategy team analysed the data to form an innovative campaign strategy, which would lead to HANNIE transforming followers into fans, guarantee their target audience were directed and their social presence was developed through brand partners with the artist’s ideal fans.
Ensuring a reach of over 4 million music lover and female youths, the brand team secure collaborations with audio brand JBL and leading female fashion brand Nasty Gal. With products provided, online coverage and social media campaigns supporting the partnership, HANNIE reached their target audience of both young females and music consumers, to guarantee engagement surrounding current releases.
With our innovative team of publicists and radio pluggers leading the campaign, national radio play, in-store sync and online coverage was secured. The credibility gained allowed our digital marketing team to introduce the band to Spotify Editors across the globe, leading to 10 editorial playlists secured throughout releases.
Reaching over 1.5 million Spotify users through playlists alone including New Music Friday UK, Get Your Hits Together and GRL PWR, we’d introduced HANNIE to the Spotify team, guaranteeing exposure with each release.
The strategy team worked alongside the marketing department to target stores that would suit HANNIE’s sound and target audience, leading to the track placing in over 2650 stores globally with brands such as McDonald’s, PUMA, The Perfume Shop, New Look and Dorothy Perkins playing the song.
From data analysation and experience within the industry, our marketing team recognised the strongest, most fitting influencers for the project, working across YouTube and Instagram to target consumers who can easily be retargeted with HANNIE’s content. Instagram reach hit 2.8m and YouTube reach was over 11.3m, with track placement within content and credit secured in video descriptions.
We worked closely with HANNIE to deliver strategic campaigns surrounding 3 single releases, providing measurably growth in streams, followers and merchandise and ticket sales.
“These guys are amazing at what they do. We love working with them!!!”