MIDEM ACADEMY 2014 MARKETING MODULE
A selection of the best digital music marketing campaigns of 2013 Karim Fanous, Head of Research, Music Ally (UK)
What do we call great?
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Aims
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Execution
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Key learnings
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Island records: John newman – tribute Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
AIMs: • Grow email database and website engagement as focus for his debut album launch • Bring the tribute tree to life Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
execution: • website focus – hub of all digital activity • Interactive Tribute tree experience with youtube integration • Interactive 'my tribute' section Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Execution: Tribute app Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Demographics: Gender – Female / Male 60% / 40%; Age – 18-24 KPIs: • 300% increase in web traffic week of release • Average time spent on the Tribute Tree page over 2mins 30 • 12,300 Person Database built from scratch over 10 months • Facebook increase from 42k on the 1st August to 186k by december • Facebook engagement was 20% during week of release • Twitter increase from 27k on the 1st August to 70k by december • 100% ticket allocation for first London show • Sold over 3k tickets direct to fan across the two tours + first headline show Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Team: • Lucy Fortescue (Digital Marketing Co-Ordinator) • Alastair Smith (eCommerce Manager) • Glenn Cooper (Director of Digital) • Natasha Mann (Snr Product Manager)
Learnings: • Working closely with john creatively and building solid fan base from start exciting and relevant content and d2c opportunities to an engaged and responsive audience • 100% d2c fan ticket allocation for first london show, 3k tickets over the tour.
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Sony commercial music group: The clash – sound system / Hits back Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Sony commercial group: the clash – sound system / hits back
Aims: • Promote the sound system box set and new 'hits back' best of, via digital channels • use the digital campaign to inspire and engage a new generation of sub 30 year old fans
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
This is radio clash
This is radio clash: • seven exclusive 30 – 40 minute documentary-style podcasts • The podcasts were accessible for a period of 20 minutes on theClash.com without being logged into Spotify and were also available in a tablet-optimised format Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Twitter and Facebook outreach
• @TheClash was launched to reach out to a new, younger demographic. Since may it has acquired 16k+ followers. • By the end of 2013 the Facebook gallery contained 268 photos and had received 9889 shares, 65, 970 likes and 876 comments
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Google Play documentary series
• A five part exclusive original content series was created for google play. • It was distributed on YouTube via Google play's channel and featured on the clash google play page • A Youtube video called “The Clash Cut Out Show” was made to introduce and explain the box set Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Results and key learnings KPIS (as of december 2013) Facebook: • 2.7 million ‘likes’ with 14,000 ‘likes’ and over 1400 shares for the newly-launched #MyClashCollection. • A 562,226 increase in likes over a 6 month period with weekly total reach increasing by 1,285,060. Twitter: • 14000+ followers since launch in May YouTube: • 260,673 views for The Clash Cut Out Show on YouTube Google Play: • Over 150,000 video plays • Over 1.5 million visitors to the feature on Google Play • Extensive press coverage Spotify: • The Clash Spotify profile peaked at 1,091,227 global streams during release period with streams doubling during release week. The official profile now has over 200,000 followers
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Results and key learnings Demographics: • Gender – 68% Male / 32% Female • Age – Particular focus on 18 – 30s
Key Learnings AND INFO: • Awareness of the clash AMONG THE PUBLIC was high but amount of deep knowledge about the band, its music and political stance was low • THE CAMPAIGN HELPED PEOPLE LEARN MORE AND STIMULATED THEIR CURIOSITY • TELLING THE STORY OF THE CLASH VIA AUDIO AND VIDEO DOCUMENTARIES AND NOSTALGIC CONTENT WAS KEY TO THIS • IT WAS SONY COMMERCIAL MUSIC GROUP'S BIGGEST EVER CATALOGUE CAMPAIGN
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Results and key learnings Sony TEAM Members Involved: • Paula Hanley – Head of Digital, CMG • Claire Dougherty – Senior Marketing Manager • Louise Woolsey – Digital Account Manager • Niamh O’Reilly – Senior Director, Digital – Sony Music UK • Simon Barnabas – Marketing Director, CMG • Jon Cauwood – Head of Catalogue & Range, Sony CMG • James Bassett – Head of Digital Creative • Heidi Boston – Digital Channel Manager • Isobel Kelly – Digital Channel Manager • External Agency: Retrofuzz
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Decca Classics: BBC proms Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Decca classics : BBC proms
AIM: gather data From classical music fans at the event when flyering is not an option Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Decca classics : BBC proms
Execution: Decca partnered with mobile marketing firm WEVE to offer packages of free downloads tailored to each of its artists who performed at the event Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Decca classics : BBC proms
Execution: • Before and after the concert, attendees (who opted-in prior) received a text message from their operator that linked through to a data capture microsite • Messages were never sent during the concert • fans that gave their email address received a download pack of seven tracks from the evening’s performing artist • Fans were then signed up to Decca Classics’ mailing list. Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Decca classics : BBC proms KPIS: • CTR of over 2% (reaching around 4% on some nights) and a conversion rate of over 70%
Demographics: • Gender – Male/Female • Age – 55+
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Decca classics : BBC proms Learnings: • Partnering with a phone operator is a direct and non-intrusive way to communicate with event goers • proximity-based text messaging can be a more-efficient alternative to traditional flyering not least because the links can also be promoted through social media for people not at the concerts
Team: Gavin Bayliss – Marketing manager David Heath – digital campaign manager
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Virgin EMI: Chase & Status Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Virgin EMI: Chase and Status
Aims: • Follow the first single from the album with something innovative • Push the video out on a platform that had never been used before • Promote new artist Moko
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Virgin EMI : Chase and Status
Execution: use twitter as the platform to create a personalised experience
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Virgin EMI : Chase and Status
Gender: male 70% / female 30% Age: 13-24, UK RESULTS: • collaborated with Vevo to get a few days of exclusivity • TWO WORLD FIRSTS – TWITTER TAKEOVER AND VIDEO EXCLUSIVITY WITH VEVO • 30k views in the first two days. • Social media acquisition for MOko • Within two weeks the single was added to Radio 1, 1Xtra and Choice A-lists • FWA Site Of the Day award Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Virgin emi: chase and status
Team: Tom Peacock – digital marketing manager (Virgin EMI Records) Agency: Powster
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
IGNITION RECORDS: STEREOPHONICS
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
IGNITION RECORDS: STEREOPHONICS
Aims: First release since leaving a major label 1. Reactivate core fanbase 2. reverse decline in album sales since 2005
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
IGNITION RECORDS: STEREOPHONICS Eight key components: 1. website 2. email 3. social media 4.mobile 5. D2c ecommerce 6. album stream 7. amazon artist lounge 8. vevo
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
IGNITION RECORDS: STEREOPHONICS Eight key components: 1. Website • Video splash page with pre order • email capture and retargeting cookie data • integration of direct ecommerce offers 2. Email • assume control of the database • Improve open rates from 10% to 20% and grow addresses 25% • key for direct sales of records, merch and tickets
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
IGNITION RECORDS: STEREOPHONICS Eight key components: 3. Social media • work closely with the artist key to growing engagement on social platforms. • more than one million social connections, more than 30% growth over the campaign 4. Mobile • all assets mobile optimised • Mobile roadie app commissioned to enable app store presence and offer native experience to core fans
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
IGNITION RECORDS: STEREOPHONICS Eight key components: 5. D2C commerce • partnered with sandbag for d2c sales • 25%+ pre orders came from d2c platform • lightbox buy button for deluxe format on video splash page • fans could order without leaving the page •20% ticket allocation for November arena tour, plus upsell to album (with discount).
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
IGNITION RECORDS: STEREOPHONICS Eight key components: 6. Album stream • daily telegraph 4 days before release • built enclosure for soundcloud widget and delivered to media via iframe • preorder banner and sharing widget plus retargeting • content asset for social sharing 7. Amazon artist lounge • free live EP download • engagement at point of purchase • 24% share of album sales and 45% of pre orders 8. Vevo • 4 video premierers, 12m imressions, 6m views Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
IGNITION RECORDS: STEREOPHONICS KPIS: • Top 3 album • Re-entered top 5 six months later • Top 20 for more than 3 months • More than 250,000 records shipped in UK • More than 6.6m video views • More than 7.7m audio streams • UK Arena Tour – 145,000 Tickets Sold Key Learnings: •The effectiveness of a coordinated campaign • The importance of key partnerships – retail and media. Deriving maximum value from the holy-trio of content, reach and resource. • The effectiveness of considering both an artist’s live business and records business holistically when developing and executing a campaign strategy. Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
IGNITION RECORDS: STEREOPHONICS Gender – Reach 44% Male / 55% Female – Engagement 38% Male / 61% Female Age – 18-44 Location – Global
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Team members: • Nick Moxham – Digital Manager • John Leahy – Head of Label • Clare Byrne – Product Manager • Laura Kelly – Production Manager • Dan Garnett – Management • Natalie Seymour - Management • Development – Studio Juice • Development – Airbourne Digital Media • App – Mobile Roadie • D2C - Sandbag • Advertising – 7Stars
above and beyond – ABGT 50 Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50
AIM: • Promote ABGT50 with pre-, in- and postevent activity
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50
PRE-event: • COUNTDOWN • INTERACTIVE INITIATIVE: #MYABGT050 & GOOGLE+ HANGOUT • KEY MESSAGING Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50 PRE-event: • COUNTDOWN • INTERACTIVE INITIATIVE: #MYABGT050 & GOOGLE+ HANGOUT • KEY MESSAGING
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50 PRE-EVENT: • COUNTDOWN • INTERACTIVE INITIATIVE: #MYABGT050 & GOOGLE+ HANGOUT • KEY MESSAGING
IN-EVENT: • INTERACTIVE INITIATIVE: #MYABGT050 & GOOGLE+ HANGOUT • WEBSITES / EMAIL / SOCIAL • OFFLINE ACTIVITY Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: #MYABGT50
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50 PRE-EVENT: • COUNTDOWN • INTERACTIVE INITIATIVE: #MYABGT050 & GOOGLE+ HANGOUT • KEY MESSAGING IN-EVENT: • INTERACTIVE INITIATIVE: #MYABGT050 & GOOGLE+ HANGOUT • WEBSITES / EMAIL / SOCIAL • OFFLINE ACTIVITY
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
POST-EVENT: • CONTENT • REWARD • FORTCOMING ALBUM PROMOTION
Anjunabeats: ABGT50 PRE-EVENT results: #MYABGT050 competition: Over 800 #MYABGT050 competition entries Google+ hangout: Over 500 concurrent viewers tuned in live to the Google+ hangout Hangout has had 15k views on Above & Beyond’s YouTube channel since transmission Above & Beyond’s Google+ following grew by 3k YouTube: Hangout drove a spike in YouTube subscribers of 190%, and a spike of 160% in minutes watched (vs. 2013 average) Instagram: Above & Beyond’s Instagram growth MOM Oct 201 vs Sept 2013: followers +657%, likes +45%, comments +53%
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50 In–EVENT
results:
Online hub: Generated over 30k visits from over 130 countries, over 20k chat messages, 3.5k tweets, 2.5k FB shares, 150k image / photo impressions Twitter: #ABGT050 trended globally on Twitter globally as well as in India, Mexico, USA, Argentina, London, Dubai, Canada, Egypt, Germany, Guatemala, Japan, South Africa, Lagos, El Salvador, UK Facebook: Above & Beyond Facebook page saw a spike in likes of 260%, and a spike in post reach of 156% during the show
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50 Post
event
results:
SoundCloud: Above & Beyond’s ABGT050 set has has over 110k plays since 28th October and drove a huge spike in SoundCloud listens, with over 15k plays in the first 24 hours alone • The ABGT050 set also drove huge listening spikes on other Above & Beyond SoundCloud content on the same day. It also drove a huge spike in SoundCloud followers for a full 2 weeks after it was uploaded YouTube: ‘Mariana Trench’ has had 55k views on YouTube since 1st November, and drove spikes in both video views and subscribers after upload
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50 Key learnings, PRE–EVENT: • keep it simple • timing is key • devil is in the detail
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50 Key learnings, PRE–EVENT: • keep it simple • timing is key • devil is in the detail
Key learnings, IN-EVENT: • power of your own platforms • d2f engagement • look ahead
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50 Key learnings, PRE–EVENT: • keep it simple • timing is key • devil is in the detail
Key learnings, IN-EVENT: • power of your own platforms • d2f engagement • look ahead
Key learnings, POST-EVENT: • maintain momentum • give fans what they want • make the most of event impact
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Anjunabeats: ABGT50 Demographics: • Gender – 70% male, 30% female
Team Members Involved:
• Age – 54% 18-24, 28% 25-34, 10% 13-17, 8% 35 & older
• Lucy Blair – Digital Marketing Manager • Gareth Jones – Radio & Promotions Manager • Corentin Kerisit – Head of Digital • Leena Lewis – Involved Management • Giuliana Hilton – Involved Management • Laura Bruneau – Label Executive • Dom Donnelly – Digital Marketing Executive • Ari Evans & Bryant Williams from LessThan3 (designed & developed the online hub)
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Syco: One direction Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Syco: One direction Seven hour live webcast designed to cut across every time zone
Two month run up
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Multiple digital activations
@karim_fano
Syco: One direction
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Syco: One direction
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Syco: One direction
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Syco: One direction
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Syco: One direction Extensive digital activation: • Zappar augmented reality • Interactive web app quiz • Hashtag mechanics
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Syco: One direction Google hangouts: #onebigdropin
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Syco: One direction Results • Biggest YouTube music-related live stream ever • 3.5m views of the live stream and 24-hour catch-up • 771,418 peak concurrent viewers • 23:37 average live view duration: • #1DDayLive dominated Twitter • Trended #1 worldwide for eight hours • Minimum of five worldwide trends at all times... and up to eight •12m mentions of all 1DDay-related hashtags in just seven hours • 78k new Twitter followers
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Syco: One direction
Results (Cont.) • Almost 1m new Google + followers in seven hours • 30 smooth-running Google Hangouts • 165,000 new YouTube subs on 1D Day • 1.2m Zaps of content (Zappar) • 633 000 people took part in the #1DDayQuiz (web app)
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Syco: One direction Key learnings: • Listen to your audience: 1D Day was born out of desire from fans to have more live streams. • Think big: 1D Day had the ambition to deliver the best quality entertainment experience for fans. • Empower local territories: 1D Day allowed local countries to adapt the campaign to their local needs and add their own flair and creativity.
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Syco: One direction
Sony/syco team members: • Genevieve Ampaduh • Nadia Themistocleous • Abigail Balfe • Laura Murray-Willis
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
@karim_fano
Any questions?
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
Karim Fanous – Head of Research, Music Ally At Music Ally we love music, and we love tech. We believe that these worlds should not be battling each other and so our mission for the past ten years has remained the same: to explore ways that the two worlds can work profitably together. Your photo here
Our clients are across the music and technology sectors, and include all of the major labels, music publishers and collecting societies, music platforms like Spotify and Deezer, and the tech giants like Google and Microsoft. We provide information on the new music business. We also enable companies to understand the landscape through training in various forms of digital marketing. We provide bespoke research, and also help companies spot opportunities through specialist consulting; while also working with global events.
www.musically.com @MusicAlly
[email protected] @karim_fanous 2013 End of Year Sandbox: http://bit.ly/1eloVYe
Midem Academy 2014 – Marketing module All courses to be available on: www.midem.com/academy
