Fan Engagement - Case Study
Disrupt Media
© COPYRIGHT 2014 - DISRUPT™
A disruptive media company building brands and products,
fuelled by content and made for young audiences.
The UK’s Leading...
GRM DAILY Online Community
UK’s Biggest urban culture platform
+ Web build / Mobile Experience
+ 70 Million Youtube Views
...
Ghetts 
The Key Issues
Phase 1 - June - Dec 2013 / Phase 2 Jan - May 2014
!
◦ What type of content do I use?
◦ What platfo...
STRATEGY
+ RESEARCH
+ AUDIENCE
+ STORY
+ TARGETS
+ IDEAS
!
+ PARTNERSHIPS
+ PROMOTION
+ SYNDICATION
+ COLLABORATION
+ REAC...
“All the tools in the world are meaningless without an essential idea.”
- George Lois
• Understand your Audience - Market ...
“All the tools in the world are meaningless without an essential idea.”
- George Lois
• Ghetts core fans were mainly male ...
THE PRODUCT + STORY
!
Creating a storyline and
narritive that resonated with
our audience. From the
music to the marketing...
• If Content is King, consistency is Queen
• Develop a content calendar - Content Schedule
• Be authentic, be creditable, ...
ART OF DRIVING AWARENESS  
ACTIVATION
ECO SYSTEM
Its important that your
narrative continues throughout
your campaign, look at ways to
build your story into the
content. W...
© COPYRIGHT 2014 - DISRUPT™
REBEL “ OFFICIAL VIDEO”
REBEL “LIVE PERFORMANCE” “DEFINITION OF A REBEL”
LIVE ALBUM STREAM
+ M...
Social media is reach, coming up with mechanics for your content
will help drive engagement and conversations.
!
+ Competi...
Working each channels individually, each audience is
different and the content should reflect that.
Learning what content ...
!
!
- Free app - Fan Focused
- Hub for exclusive content
- Collected 10,000+ emails
- Owning our own Audience
!
MOBILE APP...
I-D Magazine
MUSIC WEEK APP STORY
HUNGER.TV MAGAZINE
“His latest release is his most enticing yet” - Clash
THE INDEPENDENT...
PAID - GRM DAILY EARNED - MOBO OWNED- www.ghetts.com
Media distribution
SBTV LIVE EXCLUSIVE
PUMA VIDEO
KA BRAND COLLAB
PUMA VIDEO COLLAB
GRM DAILY PARTNERSHIP
HYPE COLLAB
Core to our beliefs was...
© COPYRIGHT 2014 - DISRUPT™
!
!
- Live band show
- Key live launch city tour
- London Sold OUT 02 Academy
- HMV Signing to...
TIMEOUT MAGAZINE
EVENING STANDARD
!
!
+ Rebel Gig @Baribcan
+ 2 hours notice, 200 people turned up to witness.
+ Nationwid...
!
Bundle deals on merchandise
Signed CD’s
Rebel wear growing sales
New full range for phase 3
SELLING THE REBEL
PHONE CASE...
3.4 MILLION YOUTUBE VIEWS
69,013 FACEBOOK LIKES
69,230 TWITTER FOLLOWERS
1417 INSTAGRAM FOLLOWERS
23.9 INTERACTIONS
4 MILL...
Highlights.
#23 Official Chart position

+ A List @ Radio 1Xtra
+ 100 Publication placements 

+ #1 iTunes Hip hop Charts
...
CONVERSION
CONSUMER
WHO
CONNECTION
CALL TO ACTION
COMMUNICATION
HOW
THE CONCLUSION - THE 5 C’S
ACTION
COMMUNITY
FANS
© COPYRIGHT 2014 - DISRUPT™
Phil Kemish
Co Founder - Managing
Partner
T: 078 7251 7792
E: phil@disruptltd.com
Matt Thorne
...
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Fan Engagement - Ghetts - Rebel with a Cause Album (Case Study)

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This is a presentation of Fan Engagement which our co Founder @Philkemish was asked to present as a case study on the Ghetts Rebel with a Cause album campaign at the Great Escape music / media festival in Brighton in 2014. Our small team managed to achieve a number #23 album with a budget most majors would spend on a music video!

In this presentation you will learn:

a) An overview of our theories on how to connect and engage fans.
b) Case studies on some of the strategy, content and activation elements we used.
c) Break down of the channels we used to engage the fans
d) Our ideas behind activating fans and turning conversation into real connections
e) An insight into some of the results of the campaign with social stats

Notes from @philkemish

Thanks for taking the time out to read the presentation. We are still only 50% of the way through the campaign so its exciting to share with you some of the results so far.

As this is only the top line presentation, there was a lot of insight and key learnings I talked through at the event, if you want anymore information on what we do and how we do it please contact me on phil@disruptltd.com. We also consult and offer label services for brands looking to connect with their fans so get in touch if your interested in Disrupting!

Disrupt: www.disruptltd.com / @disruptltd

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Fan Engagement - Ghetts - Rebel with a Cause Album (Case Study)

  1. 1. Fan Engagement - Case Study Disrupt Media © COPYRIGHT 2014 - DISRUPT™
  2. 2. A disruptive media company building brands and products, fuelled by content and made for young audiences. The UK’s Leading Youth Culture Media Company Disrupt
  3. 3. GRM DAILY Online Community UK’s Biggest urban culture platform + Web build / Mobile Experience + 70 Million Youtube Views + 60 million website visits KA Drinks Creative + Media Planning Media Planning and delivery for KA drinks 2013. + Media planning - 3 Million reach. + Youtube Pre-roll + creative + Blogger outreach + Media Spend Diversity Digital brand management for Diversity.
 + Strategy + 1 million Facebook Likes + 250,000 Twitter followers Multi-channel content fuelled brands & products. PUMA Content Talent alignment for PUMA’s worn my way lifestyle platform. + Lil Simz + Spraying Bricks + Content creation Talent Disrupt. What We Do.
  4. 4. Ghetts The Key Issues Phase 1 - June - Dec 2013 / Phase 2 Jan - May 2014 ! ◦ What type of content do I use? ◦ What platforms should I be on? ◦ Where do my fans consume music? ◦ How can I sell more product? ◦ What channels are my fans on? ◦ What the best route to market ? ◦ How do I convert more people? YOUTH COMMUNICATIONS AGENCY - © COPYRIGHT 2013 - WE ARE BIG LTD© COPYRIGHT 2014 - DISRUPT™ Justin Clarke from East London, better known by his stage name Ghetts(formally Ghetto) is one of the Uk’s most highly acclaimed Rap / Mc artist. Timeline Re-position / Re-activating of Ghetts as a brand, release debut studio Album, create brand extensions and build on his established fan base. Disrupt. Rebel With A Cause
  5. 5. STRATEGY + RESEARCH + AUDIENCE + STORY + TARGETS + IDEAS ! + PARTNERSHIPS + PROMOTION + SYNDICATION + COLLABORATION + REACH ! THE 3 STEP PROCESS 
 DISRUPTION THEORY CONTENT ACTIVATION + CHANNELS + MEDIA + PLATFORMS + INTERACTIVE + PRODUCTS
  6. 6. “All the tools in the world are meaningless without an essential idea.” - George Lois • Understand your Audience - Market Research • Data analysis - What do your fans want, how do they want it. • Strategy should connect and align your brand channels. • What is the brand story or experience you are trying to tell. • What platforms / channels you should be using. • Set measurements and targets. STRATEGY STRATEGY A GOOD STRATEGY IS THE STARTING POINTS OF SUCCESS
  7. 7. “All the tools in the world are meaningless without an essential idea.” - George Lois • Ghetts core fans were mainly male between 15-30. • They interacted socially across platforms such as Facebook, Twitter and Youtube, consuming music content daily. • They loved the fact Ghetts was a “Rebel” and went against the norm. • They were emotionally connected to the music and Ghetts as a brand. • Video and Pictures where the two biggest media products that our audience shared. • They were worried about Ghetts becoming a pop act and felt strongly about maintaining his credibility. • Their two biggest influencers were key celebrities and friends. • They enjoyed the culture of Grime music and felt an affinity towards it. • His audience was fashion conscious and spent more money on fashion than music. KEY LEARNINGS FAN PROFILE + UNDERSTANDING
  8. 8. THE PRODUCT + STORY ! Creating a storyline and narritive that resonated with our audience. From the music to the marketing. We focused our story on GHETTS JOURNEY #GRIMESALIVE VIDEO CONTENT ! Video is the most popular shareable form of media so we need to create as much content to keep the fans engaged. DIGITAL NATIVES ! - Tumblr - Site - Instagram - Youtube - Sound Cloud - Facebook We wanted to create a Hub for the fans to connect and somewhere we could connect directly to and own the audience BRAND EXTENTIONS ! - Mechandise - Brand Partnerships - Phone Cases ! ! Content Content Is anything that can be consumed by a fan, from music, picture assets to a video. By understanding your fans you can create content strategy that will engage them on channels they use. The Live Show - Full band Replayed Product with live instruments Key Features ! ! MOBILE APP IVE PRODUCT EXTENTION
  9. 9. • If Content is King, consistency is Queen • Develop a content calendar - Content Schedule • Be authentic, be creditable, be relevant • Create content to convert! Drive people to take action • Drive conversation use #, read feedback and interact • Measure success - Engage and evolve your content strategy • Make content that provokes emotion • Read the Google Play Book for music ! “Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler ! CONTENT w “Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler TIPS ON CONTENT
  10. 10. ART OF DRIVING AWARENESS   ACTIVATION ECO SYSTEM
  11. 11. Its important that your narrative continues throughout your campaign, look at ways to build your story into the content. We used Ghetts journey to create a unique video freestyle around his 3 personas to kick off the campaign and engage the fans. BUILDING THE CONTENT GHETTS - “THE CYPHER” Positioning. The story
  12. 12. © COPYRIGHT 2014 - DISRUPT™ REBEL “ OFFICIAL VIDEO” REBEL “LIVE PERFORMANCE” “DEFINITION OF A REBEL” LIVE ALBUM STREAM + Music Video’s + Spoken word + Live Performances + Interviews +Live Stream - Google Hangout 5000 live viewers ! OVERALL + x12 Video + Hours worth of video content + 1 million views across campaign content CONTENT GHETTS - “REBEL DIARIES ” Content.
  13. 13. Social media is reach, coming up with mechanics for your content will help drive engagement and conversations. ! + Competitions + Lyric games + #tags to join in conversations + Themed assets in line with the user journey + Keep each channel separate, treat each audience as their own, Social media
  14. 14. Working each channels individually, each audience is different and the content should reflect that. Learning what content works - measure success and act on it, Key Influencers - We worked with Social media ampflication with other peoples audiences. ! Social Media.
  15. 15. ! ! - Free app - Fan Focused - Hub for exclusive content - Collected 10,000+ emails - Owning our own Audience ! MOBILE APP Brand extensions - Mobile App
  16. 16. I-D Magazine MUSIC WEEK APP STORY HUNGER.TV MAGAZINE “His latest release is his most enticing yet” - Clash THE INDEPENDENT TV Apperances Earned media coverage Over 100+Publication placements on press Official music video across TV Estimated reach over 250,000 people ! PRESS / TV VIDEO OF THE WEEK
  17. 17. PAID - GRM DAILY EARNED - MOBO OWNED- www.ghetts.com Media distribution
  18. 18. SBTV LIVE EXCLUSIVE PUMA VIDEO KA BRAND COLLAB PUMA VIDEO COLLAB GRM DAILY PARTNERSHIP HYPE COLLAB Core to our beliefs was that it was better to collaborate to hit new audiences then to keep all the content on our channels. ! We distributed exclusive content from remixes, to videos, competitions and collaborated with brands, publications and influencers that had similar target audience to amplify our content. ! PUBLICATION + BRAND COLLABORATIONS Activation
  19. 19. © COPYRIGHT 2014 - DISRUPT™ ! ! - Live band show - Key live launch city tour - London Sold OUT 02 Academy - HMV Signing tour - Regional Radio - 1Xrtra Exclusive + Collaboration - Radio 1, Capital , Kiss coverage ! ! ! LIVE + RADIO Activation
  20. 20. TIMEOUT MAGAZINE EVENING STANDARD ! ! + Rebel Gig @Baribcan + 2 hours notice, 200 people turned up to witness. + Nationwide print press PRESS STUNTS Activation
  21. 21. ! Bundle deals on merchandise Signed CD’s Rebel wear growing sales New full range for phase 3 SELLING THE REBEL PHONE CASES REBEL WEAR RANGE LAUNCHED
  22. 22. 3.4 MILLION YOUTUBE VIEWS 69,013 FACEBOOK LIKES 69,230 TWITTER FOLLOWERS 1417 INSTAGRAM FOLLOWERS 23.9 INTERACTIONS 4 MILLION YOUTUBE VIEWS+ 104,206 FACEBOOK LIKES 82,749 TWITTER FOLLOWERS 16,278 INSTAGRAM 60 k + INTERACTIONS August 2013 - December 2013 23.9 INTERACTIONS 23.9 INTERACTIONS 70% INCREASE IN FANS 150% MORE INTERACTIONS From Jan 1st - Present Day 3 MILLION YOUTUBE VIEWS 69,013 FACEBOOK LIKES 69,230 TWITTER FOLLOWERS 1417 INSTAGRAM FOLLOWERS 23.9K INTERACTIONS 4 MILLION YOUTUBE VIEWS+ 104,206 FACEBOOK LIKES 82,749 TWITTER FOLLOWERS 16,278 INSTAGRAM 60k + INTERACTIONS 2.9M IMPRESSIONS 161M IMPRESSIONS
  23. 23. Highlights. #23 Official Chart position
 + A List @ Radio 1Xtra + 100 Publication placements 
 + #1 iTunes Hip hop Charts
 + Sold Out show at O2 Academy
 + 10,000 Download of Rebel App
 #23 5 MILLION YOUTUBE VIEWS+ 85,000 TWITTER FOLLOWERS 100K+ FACEBOOK LIKES VIDEO OF THE WEEK © COPYRIGHT 2014 - DISRUPT™ Highlights So Far Type to enter text ! Phase 3 - 4 still to come!
  24. 24. CONVERSION CONSUMER WHO CONNECTION CALL TO ACTION COMMUNICATION HOW THE CONCLUSION - THE 5 C’S ACTION COMMUNITY FANS
  25. 25. © COPYRIGHT 2014 - DISRUPT™ Phil Kemish Co Founder - Managing Partner T: 078 7251 7792 E: phil@disruptltd.com Matt Thorne Co Founder / Creative Director T: 075 4084 8833 E: matt@disruptltd.com Contact us w:www.disruptltd.com e: holla@disruptltd.com tw: @disruptltd A media company building content fuelled brands and products. Team Strategy / Branding / A+ R/ Digital / Content / Activation - Disrupt Press / PR - Rachel White Brick LDN Radio - Iron Media 2 Radio TV - Helen Chilli Club - Niven Music House Distribution - Essential Music Thanks We offer consultancy and label services for brands looking to develop a strategy to connect to fans, get in touch….. www.disruptltd.com

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