Case Study: Sharon Jones & The Dap-Kings “Give The People What They Want”


SJDK_CaseStudy

Goals

Sharon Jones & the Dap-Kings’ highly anticipated fifth studio album, titled Give The People Want They Want, was originally due to come out the summer of 2013. After Sharon was diagnosed with cancer — as our original campaign was already in full swing — the release of the record was pushed indefinitely to many fans’ dismay. When Sharon beat the disease and re-announced the album for a January 2014 release, we adjusted our worldwide strategy with the goal of reinvigorating interest from her fans, expressing Sharon’s appreciation for their support and creating a stronger overall social media presence for her to accomplish this beyond just the album campaign.

Tactics

The first step was reskinning Sharon Jones & the Dap Kings socials with updated art. In addition to the basic background and thumbnail images, we updated FanRx, Bandsintown and Instagram tabs on Facebook and provided Best Practices to the band for how to maximize their social activity.

To match their website with their socials, we created several customized splash pages throughout the course of the campaign. The first was used to share the album announcement and the visually stimulating music video for “Retreat.” The next versions highlighted two key aspects of our campaign: the #wewantsharon campaign and the Spotify contest. Finally, we created one in support of the band’s tour. These splash pages all included remarketing tags.

Riffing off of the album title, we came up with a special hashtag, #wewantsharon, to drive Instagram and Twitter activity. We kicked it off the day Sharon participated in the highly-televised Macy’s Thanksgiving Day Parade, encouraging fans to tag all their photos and videos with #wewantsharon on Twitter, Instagram and Facebook. Later, we set up a share-to-unlock initiative, where in exchange for using #wewantsharon on their socials, fans were able to unlock a new track from the album, “People Don’t Get What They Deserve.” In addition, their tweets and Instagram posts were aggregated on Sharon Jones’ official website splash page using Tint, a social feed display app. Sharon Jones herself encouraged fans to support #wewantsharon through a personal filmed message available on YouTube and embedded on her splash page.

To continue driving shares post street date, #wewantsharon was incorporated in a Spotify playlist contest we organized. Fans were asked to create a playlist which included Sharon Jones & the Dap-Kings music and share it with the hashtag. The selected winners received Spotify Premium codes, one pair of tickets and a signed vinyl copy of Give The People Want They Want.

#wewantsharon was also cross-shared in physical advertisements at Amoeba in LA and Other Music, even making it to the Beacon Theater marquee the night of the tour kickoff in NYC.

Results

  • Through the duration of the campaign, which went from November 2013 through March 2014, we aggregated 1,300 social posts, attracted 10,200 views to the social aggregator and reached 2.12 million people across all socials.
  • In line with our goal to drive engagement on Twitter and Instagram, Twitter was our top network for sharing, followed by Instagram and then Facebook.
  • As compared with the four months preceding the campaign, we noted a 738% increase in Instagram Likes and 370% increase in Instagram comments, a 205% increase in Facebook Likes and a 195% increase in YouTube Video views
  • Via the remarketing tag on the website, we were able to target a highly engaged group of 148,000 fans with Facebook and banner ads
  • Give The People Want They Want debuted at #22 on the Billboard Top 200 (and remained on the chart for 7 weeks), #1 Independent Albums, #2 Tastemaker Albums and #3 R&B Albums
  • The album hit #1 R&B Albums and peaked at #36 on iTunes’ Top 200 Albums in the U.S.
  • The #wewantsharon campaign continued organically months after we stopped pushing the hashtag, with the most recent post to date being from September 1, 2014.

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