sony music case study
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Sony Music Case Study
Artist - ShakiraAlbum Single - She Wolf
Brief
Spread awareness about the brand new album of Shakira - Shewolf
Not to reveal shakira’s identity, till the launch. Also shewolf is the brand name of the album had to kept under wraps
To create a viral campaign and generate curiosity in the minds of people
To connect with the T.G online via communities and forums on the internet
To do pre-launch activities and generate buzz for the launch date of the album
Maintaining the buzz generated post launch
Duration
Four months Campaign
Launch Date – October 13, 2009
Campaign Divided into
- Teaser Campaign
- Curtain Raiser
Campaign launched on June 29, 2009
- Contd. till October 31, 2009
Our communication approach
Team came up with idea to generate curiosity in the minds of the people via a paw mark image (shewolf's identity) on various popular events and places across India which was part of the teaser campaign
Team built a microsite/blog for providing all relevant updates on She-Wolf and her most recent whereabouts via updates, tweets and blogging, also integrating flickr, and Youtube feeds
Team designed and executed contests and facilitated selection of finalists
Team designed and executed various ideas to create viral effect during the entire campaign
Phase 1
Teaser Campaign
Duration: 1 Month
Teaser Campaign – Ideation To create buzz and curiosity with one Paw Mark Image
Everyday we chose a place across India and posted edited snaps on the blog, with a catchy headline and an eyewitness account
Updates were cross promoted on different social media forums by initiation of accounts on Social Networking sites constant tweets on twitter using #shewolf to increase
popularity on trends constant updates on facebook fan-page to increase
fan-base promotion of already available YouTube videos
Who we engaged with…
Contest Sites
Popular
Bloggers
Shakira Fan
Blogs
General Online
Media Channels
Influencers
Size = relevant influence
Pages
Influencers
Shewolf Blog Launch
To help provide all relevant updates on the She-Wolf and her most recent whereabouts we created a branded blog that streams the pictures of shewolf’s latest victims and then cross marketed to the other social networks
This also meant they extended campaign reach by advocating the campaign to the mass influencers across Facebook, Twitter and blogs.
Shewolf Blog Focus
The teaser campaign was focused in the following locations Mumbai
Delhi
Bangalore
Chennai
Shewolf’s Paw Mark was spotted on these popular events Budget 2009
Bandra-Worli Sealink Opening Night
Sania Mirza’s engagement
Hillary Clinton’s visit
Blog Posts
Teaser Campaign Summary
3000+ views in the first month itself via cross-promoting and interesting blog posts
Facebook Av. 150 Friends 85x150=12,750 Facebook Reach
Twitter Av. 50 Followers
50x500=25,00 reach Twitter Reach
Our average views on the blog was 100 per day(Comparatively good without Google ads)
5 Super Influencer Bloggers
Week1 Week4
50
100
150
200
250
Fa
ns
an
d F
ollo
we
rs
Phase 2
Curtain Raiser
Duration: 1 Week
Curtain Raiser - Ideation To reveal the artist behind the character name –
Shewolf via a unique photo contest
We designed and executed a photo contest via a free puzzle creator application. Named it - She Wolf Mystery Puzzle
Suggested the client to give away ‘Exclusive Shewolf Paw Marked Fan T-shirts’ as freebies for the contest
Launch of the First Exclusive Preview Video of Shakira’s latest single – Shewolf post identity revelation
Curtain Raiser - ActivityContest was cross promoted on different social media networks by
creation of a blog post named – “Crack The Mystery Behind Shewolf”
constant tweets on twitter using #shewolfcontest to increase popularity on trends
initiation of discussions on various social media networks exclusive Shewolf Paw Marked Fan T-shirts were given away as
freebies
An First Exclusive Preview Video of Shakira’s latest single – Shewolf was designed and uploaded on YouTube and was cross promoted on different social media networks by creation of a blog post named – “Shewolf Is Shakira – First
Exclusive Preview Video” constant tweets on twitter using #shewolfisshakira to increase
popularity on trends
Curtain Raiser - ResultContest was run for a week i.e. July 18 to July 27, 2009
The blog post – “Crack The Mystery Behind Shewolf” on shewolf.in received 200 views in that day
The tweets with the hashtag #shewolfcontest recorded 50 twitter users
The contest recorded 100 participants on the microsite (spotshewolf.webs.com)
We chose 10 winners from the entries received and sent paw-marked t-shirts as prizes
Fans and Followers on our social networks had an 10% increase due to the contest
Launch of the exclusive preview video The blog post – “Shewolf Is Shakira – First Exclusive Preview
Video” on shewolf.in received 500 views in that day Total video views till 18/3/09 is 2,787 Fans and Followers on our social networks had an 10% increase
due to the preview video release
Blog Post for Contest on Shewolf.in
Views and Ratings of Preview Video on YouTube
Blog Post for revealing Shakira
Phase 3
Shewolf Revealed
Duration: 7 Weeks
Shewolf Revealed - Ideation Change of account names on social networks from
‘shewolf’ to ‘shakira shewolf’
We designed and executed some innovative polls, discussions, contests, question apps., presentations, photo albums etc. on all social media platforms
Launched the Exclusive Pictures and Videos of the Making of Shewolf Video Shoot on Facebook and YouTube
Regular tweets and updates of interesting shakira news on all social media platforms
Contest & Presentation - Result
Contest 1 was run for a day – 4 August 2009 The tweets with the hashtag #ShakiHolic recorded 50 twitter users The contest recorded 50 participants on the twitter application
(itweet2win.com) We chose 10 winners from the entries received and sent paw-marked t-shirts
as prizes Followers on twitter had an 10% increase due to the contest
Contest 2 was run for a week i.e. August 27 to Sept. 3, 2009 The blog post – “Listen, Review and Win – Music Review Contest for Shakira’s
Latest Song – She Wolf !!” on shewolf.in received 100 views in that day The contest recorded 200 views on the shakira player in a week We chose 10 winners from the entries received and sent She Wolf Star Fan CD
(with singles and remixes)as prizes Fans and Followers on our social networks had an 10% increase due to the
contest
Presentation – ResultLaunch of the exclusive presentation of shakira on slideshare
The blog post – “From Shakira To She Wolf - The Making” on shewolf.in received 500 views in that day
Total presentation views till 18/3/09 is 2,066 Fans and Followers on our social networks had an 10% increase due to the
presentation release
Phase 4
Album Launch
Duration: 1 Week
Album Launch - Ideation Launch of an Exclusive Shewolf Video Premiere on
shewolf.in on 5 August 2010
We marketed the online initiatives all social media platforms
Launched the Exclusive Pictures and Videos of the Making of Shewolf Video Shoot on Facebook and YouTube
Regular tweets and updates of interesting shakira news on all social media platforms
Social Media Platforms used
Blog - www.shewolf.in
Social Networking Sites
Youtube
Professional Networking Site
Slideshare
Conversations through Status Updates, Pictures, Links, Posts, etc.
Social Media Optimization and Buzz Generation for the campaign
Polls and Discussion on the page
Relevant Tabs on the Page
Fan Page – Shakira Shewolf
Page Views Graph for Facebook Page
Fan Demographics Graph for Facebook Page
Page Interaction Graph for Facebook Page
Conversations through tweets, retweets, @ replies,
Social Media Optimization and Buzz Generation for the campaign
Contests and Hashtags on the Account
Statistics of the Twitter Profile
Video uploads of exclusive preview of shewolf track and other shakira viral videos
Social Media Optimization and Buzz Generation for the campaign
Youtube Channel – Shewolf Tracker
Complete Statistics of the Youtube Channel
Innovative presentation with embedded video creation to increase the virality of the campaign
Social Media Optimization and Buzz Generation for the campaign
Innovative Viral Presentation with Embedded Videos
Complete Statistics of the Presentation
To help provide all relevant updates on the She-Wolf and her most recent whereabouts we created a branded blog that streams the pictures of shewolf’s latest victims and then cross marketed to the other social networks
This also meant they extended campaign reach by advocating the campaign to the mass influencers across Facebook, Twitter and blogs.
Blog Channel – Shewolf.in
Complete Activity on the Blog
Complete Statistics of the Blog
Key Learnings
Curiosity is the best and most viral concept to attract mass audience online and offline.
Twitter is a very interactive community and is a real time platform to connect with fans world-wide. It is best for conversations.
Facebook has a high propensity towards music and related communities. It is the best platform to converse with fans via photos, videos and content.
Microsite/Blog responds very well to content sharing and curiosity building and users are happy to read interesting posts and share with peers of their community.
THANK YOU
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