For the international physical and digital campaign surrounding the release of The Story So Far’s sophomore album What You Don’t See, our goal was to build off of the already existing anticipation the album was generating, keeping fans engaged throughout the album cycle, and making it easy for them to seamlessly purchase the release through everyday actions like checking Facebook, Twitter, Tumblr, and watching YouTube videos.
To begin, we provided new designs for the band’s Twitter page as well as the label’s YouTube channel, and we supported key promotional pushes and retailer mentions by writing tweets, Facebook posts, and Tumblr updates.
To capitalize on fans visiting the band’s website, we built a Splash Page, complete with video, buy links to physical and digital, and a remarketing pixel, which helped us build a remarketing group to which we could later serve ads on various music blogs and websites.
Next, we partnered with Switchcam, an interactive multi-camera app, to record The Story So Far playing at the Glass House in Pomona, CA. The way it works is fans record the show — on their phones, video cameras, etc. — and Switchcam pairs those shots with original board audio for a high quality, fan-generated video that can then serve as an asset for the band to share.
To keep momentum and reach fans anytime, any place, we created an iOS/Android mobile app through Mobile Roadie. The app encourages users to connect their social networks upon launch for easy sharing, sign up to the band’s newsletter for exclusive updates, and invite their friends to spread the love. Features include music with buy links, videos, tour dates, fan wall, and more, all below a prominent image of What You Don’t See’s album art that promptly leads to iTunes.
Last, we supported the release through banner ads, which not only targeted the remarketing group we built through the band’s Splash Page, but also focused on key Best Buy markets to support the physical release. Outlets that displayed the ads include AltPress, Mashable, The Los Angeles Times, and HypeMachine.
- Facebook Page Likes increased 36.8% and Twitter followers went up 49.3%
- Splash page helped build a remarketing group of 22,000 fans, and generated a 0.07% conversion rate to digital sale, also driving a significant portion of clicks (81%) to physical retail*
- Mobile Roadie app drove 2,060 downloads, 3,802 audio streams and 2,961 YouTube-connected video streams in one week
- Banner ads recorded a click-through rate of 0.14%
- Monthly Wikipedia views increased by 102.7% during the campaign
- The Story So Far debuted at #46 on the Billboard Top 200, #8 Alternative Albums, #8 Independent Albums and #1 Vinyl Albums
*Note: we cannot calculate conversion rates for physical sales
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