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Sony Music Case Study Artist - Shakira Album Single - She Wolf

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Page 1: Sony Music Case study

Sony Music Case Study

Artist - ShakiraAlbum Single - She Wolf

Page 2: Sony Music Case study

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

Page 3: Sony Music Case study

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

Page 4: Sony Music Case study

Phase 1

Teaser Campaign

Duration: 1 Month

Page 5: Sony Music Case study

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

Page 6: Sony Music Case study

Who we engaged with…

Contest Sites

Popular

Bloggers

Shakira Fan

Blogs

General Online

Media Channels

Twitter

Influencers

Size = relevant influence

Facebook

Pages

Twitter

Facebook

Influencers

Page 7: Sony Music Case study

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.

Page 8: Sony Music Case study

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

Page 9: Sony Music Case study

Blog Posts

Page 10: Sony Music Case study

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

Page 11: Sony Music Case study

Phase 2

Curtain Raiser

Duration: 1 Week

Page 12: Sony Music Case study

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

Page 13: Sony Music Case study

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

Page 14: Sony Music Case study

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

Page 15: Sony Music Case study

Blog Post for Contest on Shewolf.in

Views and Ratings of Preview Video on YouTube

Blog Post for revealing Shakira

Page 16: Sony Music Case study

Phase 3

Shewolf Revealed

Duration: 7 Weeks

Page 17: Sony Music Case study

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

Page 18: Sony Music Case study

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

Page 19: Sony Music Case study

Phase 4

Album Launch

Duration: 1 Week

Page 20: Sony Music Case study

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

Page 21: Sony Music Case study

Social Media Platforms used

Blog - www.shewolf.in

Social Networking Sites

Facebook

Youtube

Twitter

Professional Networking Site

Slideshare

Page 22: Sony Music Case study

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

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Fan Page – Shakira Shewolf

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Page Views Graph for Facebook Page

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Fan Demographics Graph for Facebook Page

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Page Interaction Graph for Facebook Page

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Conversations through tweets, retweets, @ replies,

Social Media Optimization and Buzz Generation for the campaign

Contests and Hashtags on the Account

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Statistics of the Twitter Profile

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Video uploads of exclusive preview of shewolf track and other shakira viral videos

Social Media Optimization and Buzz Generation for the campaign

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Youtube Channel – Shewolf Tracker

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Complete Statistics of the Youtube Channel

Page 32: Sony Music Case study

Innovative presentation with embedded video creation to increase the virality of the campaign

Social Media Optimization and Buzz Generation for the campaign

Page 33: Sony Music Case study

Innovative Viral Presentation with Embedded Videos

Page 34: Sony Music Case study

Complete Statistics of the Presentation

Page 35: Sony Music Case study

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.

Page 36: Sony Music Case study

Blog Channel – Shewolf.in

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Complete Activity on the Blog

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Complete Statistics of the Blog

Page 39: Sony Music Case study

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.

Page 40: Sony Music Case study

THANK YOU