USING SOCIAL MEDIA CONTENT TO REACH A NEW AUDIENCE
WITH THE RELEASE OF A NEW SINGLE AND UK SCHOOL TOUR, WE WORKED TO CAPTURE AND RETARGET A NEW AUDIENCE TO CREATE A LOYAL FANBASE ON INSTAGRAM AND SPOTIFY
4.1 MILLION YOUTUBER USERS REACHED
OVER 1 MILLION STREAMS
With the release of a new single and UK school tour, we worked to capture and retarget a new audience to create a loyal fanbase on Instagram and Spotify.
Having already achieved online success after his previous single was picked up by media giants BuzzFeed, DJ Mag and BBC Radio 1Xtra, TEFFLER came to us wanting to ensure he could capture a new audience, make his existing more loyal and convert his live audience from a UK school tour into dedicated fans.
Sponsored by Hercules DJ, TEFFLER toured the UK in schools in major cities such as London, Liverpool and Manchester. To ensure each show led to growth in fans, we created a content and ad strategy across Instagram and Snapchat.
On Instagram, content was uploaded from each show with a caption stating for the crowd to tag who they can see in the crowd, leading to an increase in following, engagement and fan loyalty. Competitions were run at each show to win equipment, which was then shared on the Hercules DJ socials. We also pushed users to engage with the release we focused on ‘Never Let Me Go’ to submit home videos, to form a music video,
Snapchat saw most engagement as the target demographic was ages 11-18. Creating a custom filter for each school performed at, TEFFLER got the crowd to engage with him and share his content, leading to grow on all socials but more importantly, transforming the crowd into fans.
Alongside the tour promotion, we work the release of ‘Never Let Me Go’, securing over 1 million streams on Spotify Spotify from the use of influencer marketing. With YouTube being one of the most influential social media platforms with an ever-growing audience, we pushed the audio to major influencers on YouTube. The track was placed in 11 YouTube videos, with subscribers ranging from 11k all the way up to over 1 million. The overall subscriber base that ‘Never Let Me Go’ reached was over 4.1 million.
Alongside the YouTube placement the influencers showed support for the track on Twitter, Facebook and Instagram. With Krystal Clear, an established social media make-up artist, using the track on her YouTube channel but also Instagram content to over 2.5M users and Katie Betzing using the track as her YouTube intro to her audience of over 1M and tweeting the track also.
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