Universal Music
• Introduction
• Bart Engel
• Commercial Director Universal Music Nederland
• Universal Music
• Major record label
• Universal Music en social media advertising
• In search of integration in the social experience
• Introducing artistes (easy, fast and cheap
• Hyping artists isn’t the way to go

Wat is het?
• Online gaming community
• Dutch girls
• Games / forum boards
• (RPG) their own world
• Avatar
• Shopping centre
• From beginner to supermodel

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Friends

Trends
online ID

Communication
!!!

Somefigures
• Target audience, woman, 10-16 years
• More than 1 million profiles
• 521.505 UV’s Q1 2008
• 250.000 UV’s each 30 days
• 80 million page views each month
• Avg. time on site 21,52 min.
• 35% market share

Insights target audience
insights target audience
• 680.000 girls in the Netherlands in the age of 10 till 16 years
• 14 hours online every week
• 4 out of 6 most important internet tools for the youth are
social (msn, mail, social games and network sites)
• UGE social network online
• Target group loves to create and publish stuff online
– Social identity

Business mode

Micro
Payments

Parents
Subscriptions

Advertising

Brand confrontation
Notlikethis!

Case
Introduction
Jonas Brothers
Daan Sip

de Jonas Brothersbefore
Who are the Jonas Brothers?
• The Jonas Brothers is an American pop rock band
• 3 brothers Kevin, Nick and Joe Jonas
• Unknown band / Sales history = 0
• Radio support
• TV series Jetix
• International a-synchronous
• Target audience active on p2p networks
• No “klemrijdertje”

Measuring the results
poll 1 (before campaign)
• 80% of the users never heard of the Jonas Brothers
• 20% heard of them “somewhere”
Poll 2 (before campaign)
• 4,6% of the users thought the Jonas
Brothers were cool artists
(Rihanna 39% and A. lavigne 56,5%)

Stragety
Strategy
• Use their HUGE social network (see next video)
• Let them spread the message

Concept
The Jonas Brothers made a video message for the girls of
goSupermodel in which they introduced themselves
They asked the girls of goSupermodel to
do the same

Campagne-elements
YouTube channel
Online place to meet&greet the Jonas Brothers

Campagne-elements
Two video messages of Jonas brothers
PublishedYouTube channel

Campagne-elements
Jonas BrothersprofileongoSupermodel.nl
more than21.480visits

Campagne results
74 uploaded movies
more than 137.196 views in total
?

Campagne results
Totall amount moments of contact between
Jonas Brothers and girls of goSupermodel:
222.806
Banner views
Leaderboard: 4.073.198
Skyscraper: 3.205.768

Measuring the results
Poll 1 (after campaign)
• 59% of the users told us they knew the Jonas Brothers
Very well (before 20%)
Poll 2 (after campaign)
• 10% of the users told us the
Jonas Brothers are the coolest
artists ever (before 4,6%)

Learnings
Learnings:
• Girls love to great stuff online (=Social status)
• Honest communication is the way to go
• YouTube and creating movies is fun, judging other movies
even more
• Target group has a UGE social network (MSN, Hyves, gSm)
• The rule, “get views on your movie”, made the campaign
viral (in a forced way)
• If a band has no reputation, it is difficult to let users invest
time in a campaign (=making a movie)

The Jonas Brothers NOW
Where do the Jonas brothers stand NO?
• Increase in popularity and reputation
• Members Hyves 7000 (to compare Tokio Hotel 8000)
• Target album 2: 20.000
• Album sales to date: 4000
• Upcoming release album 3 release
USA, combined with merchandise