ariana grande uma community and content pcr

8/11/2019 Ariana Grande UMA Community and Content PCR

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post campaign reportAriana Grande Australian Promotional Tour

community and content amplification activity


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campaign objectives:generate Australian fan excitement around Arianas first-ever visit

encourage user-generated content, to sit on both fans and Arianas community cha

put the fans at the centre; and minimise Arianas involvement where we can

help marketing reach their sales targets for this promotional trip through strategic bu


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content ideas


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We focused on onecore activation, and tw

complementary activatio


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Ariana tells fans to take a photo of

her albumoutside their favourite

Aussie location, upload to Instagram

or Twitter and use the hashtag

#ShowArianaAus. Participation from

Ariana is minimal, while fans feelconnected and important.

#ShowArianaAus Sunrise crowd vox-pops

We took a camera and interviewed the

fans outside the Sunrise studios in

Sydney. We asked a set list of

lighthearted questions directed at Ariana

and record their reactions.The output

was a short native video on Facebook,uploaded that day..

Faceb

Ariana h

Facebook Hthis (and subj

we reach ou

super fans an

along to thgenerate

excitement a

channels. It

campaign pillar 1 campaign pillar 2 cam


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campaign timeline:

roll out plan over 6 days

September 5 September 9 September 10

annouce

#ShowArianaAus:kick off until

10th

Sunrise

vox popshoot

live

FacebookQ&A

Live tweet X

Factor AUperformance

September 8

video vox pop

live on UMA

FB

amp

me

S

announce

FacebookQ&A

September 7

re-annouceFacebook

Q&A


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How did we do ?


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campaign highlights:

Generated over 1mil+ impressionsvia multiple touch points driving and supporting Ariana Grandes A

2000+ clicksfrom all social messages to buyMy Everything to digital / physical

Over 600+ user generated photoswere

tweeted / posted using our #ShowArianaAus hashtag

We ran the first ever Australian based music Facebook Q&Afrom Facebook HQ Sydney reached 10

Sales and chart position all increased around key community messages and activations with broadca

This was a 100% organic campaign with no media spend or investment available


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campaign pillar 1: #ShowArianaAus

Idea: Ariana tells fans to take aphoto of her album outside theirfavourite Aussie location, upload

to Instagram or Twitter and use

the hashtag #ShowArianaAus.Participation from Ariana isminimal, while fans feel connected

and important.

Results: over 4 days

- Over 600+images generated- Over 500,000impressions

served (via Twitter and Instagram)- Content and fan engagement

driven across Australia- Great responses and

conversation pillar across entirecampaign


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campaign pillar 2: Sunrise Crowd Vox PopsIdea: We took a camera andinterviewed the fans outside theSunrise studios in Sydney. Weasked a set list of lighthearted

questions directed at Ariana andrecord their reactions.The outputwas a short native video on

Facebook, uploaded that day.

Results:- Over 100k impressions served- 35,000 people reached

- 62%video completion rate- 8,000 viewsin 24hrs- 544+ clicksto digital store


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Desktop Mobile

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campaign pillar 3: facebook text based Q&AIdea: Ariana hosts a live Q&A atFacebook HQ.Running alongsidethis (and subject to Arianas

approval) we reach out to four

Sydney-based super fans andinvite them to come along to thelive Q&A.

Results:- Over 90,000 users reached- Over 150,000 impressions

served

- 2,400+likes / comments /shares in 24hrs

- 10,400+ clickson Q&A- Over 87% of trafficto digital

stores on this day came fromthe Facebook Q&A post (viaaffiliate data)


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Additional Results


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Key sales results:Uplift in sales on iTunes and Google Play around

the 9th and 10th of September during Arianas

Australian promo tour

Lift in overall chart and single position during

Arianas Australian promo tour

Uplift in chart position 9th and 10th duringArianas appearances


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contact: Andrew Petersoncontent & community [email protected]

Caroline Danncontent strategist

[email protected]

Miccom

mic
mailto:[email protected]?subject=mailto:[email protected]?subject=mailto:[email protected]

ariana grande uma community and content pcr

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