In order to know what posts we are going to put on our social media page we made a marketing campaign of a timeline for each post in chronological order, each post varies with some helping show the extraordinary side of the artist such as photoshoots, video teasers, award shows etc and the ordinary side with posts such as being with family and doing charity work. Planning will also allow us to get the posts up at the right time and be organised. When planning this we considered AIDA and the Blumer and Katz theory where we will be providing entertainment, social interaction, information and personal identity to our artists fans. To help my understanding of social media marketing more and to help when posting on our social media page I analysed three successful marketing campaigns from popular artists. These campaigns featured different marketing strategies such as gorilla marketing, viral marketing and sponsors and promotions.
Post Planning:
Phoebe Bridges did a marketing campaign that had less stunts and instead got her fans involved. Due to lockdown Phoebe decided to launch small competitions and sessions for her fans, she launched the ‘Garden song contest’ where she invited fans to create their own version of Phoebe’s ‘Garden Song’ video. This was a low-budget video and helped show Pheobe’s personality and dark humour. This was a successful marketing campaign and increased the virality of the original video, it also created multiple opportunities to re-push it and resulted in new and old fans to interacting online.
To help build excitement over her new upcoming album Charli XCX archived all of her instagram feed and announced a zoom where 1000 of her fans could join. This helped build up talk and excitment over Charli, helping promote her album. The Zoom code was tweeted one minute before the event began, and on the zoom call she announced the album name and dealine. Each week during the campaign there was a livestreamed Zoom call with guests including Maisie Williams, Paris Hilton which was a huge benefit for Charli as she brought more fan bases together and had people talking about her and the new album.
To commemorate Coldplays 20th anniversery, Warner Music Asia teamed up with Firepit Technlogy to develop an original campaign website for the band’s Asian fanbase across seven countries. Fans were invited to login to the website to enjoy the campaign playlist on Spotify. As Spotify streams increased in a particular country, this was reflected in a brightening of that section of the map. Each country also had an additional progress bar to add a competitive element to fans’ listening experience. This was a successful marketing campaign for Coldplay as due to the competitiveness of the competition it resulted in Coldplay getting more Spotify streams and resulted in Asian fans having more interaction together.