Alli Hodge from Jaden Social presents on Harnessing the Power of Social at Mumbrella's Entertainment Marketing Summit 2016.

2. CLIENT

3. X FACTOR WINNER 2011
3x TOP 5 SINGLES
2x TOP 5 ALBUMS
MULTI-PLATINUM ALBUM SALES
400,000+ SINGLES SOLD

4. CHALLENGE

5. CHANGE COLOURS – NEW ALBUM 2015
How can we release this album in an excitingand non-traditionalway?
How can we use social media to put the fans are the forefront of the release?
How do we connect with potential new fans without alienating existingfans?

6. SOLUTION

7. GLOBAL FIRST CAMPAIGN GIVING HIS FANS THE POWER TO PICK HIS
SINGLE AND KIIS1065 FIRST RADIO PLAY

8. WORLD FIRST!
POWER TO THE FANS!

9. WHY TWITTER?

10. • Music
is
the
#1
most
discussed
topic
on
Twitter
globally
• The
live,
public,
and
conversational
nature
of
Twitter
means
you
can
reach
a
wide
global
audience
immediately
• The
most
followed
users
on
Twitter
are
music
artists
• Twitter
users
are
hungry
for
more
music
content

11. PROCESS

12. • Release a 2min sample of each song leading to album release day, hosted on
Reece’s Twitter and amplified across several other channels.
• Encourage fans to Re-Tweet their favourite song.
• Song with most Re-Tweets becomes the official first single.

14. REACH

15. 11,793,900
TOTAL
FOLLOWERS

16. KYLE & JACKIE O
#1 BREAKFAST SHOW
REACH = 500,000+

17. ADDITIONAL TO MEDIA, SONGS WERE RE-TWEETED BY
MANY CREDIBLE INFLUENCERS:
JIMMY BARNES
DIESEL
CHRIS CHENEY (THE LIVING END)
MAHALIA BARNES
PRINNIE
BONNIE ANDERSON
THE VERONICAS
REACH = 400,000+ MUSIC FANS

18. RESULTS

19. THIS CAMPAIGN WASEXECUTED ACROSS10 DAYSIN OCTOBER 2015.
• INCREASE FROM 142K TO 3.5M IMPRESSIONS A MONTH
• MORE THAN 8K TWEETS WITH #CHANGECOLOURSALBUM
• MORE THAN 8K @REECEMASTIN MENTIONS
• MORE THAN 10K RETWEETS
• MORE THAN 100K PROFIEL PAGE VIEWS
• MORE THAN 17K LIKES
• 96 PIECES OF MEDIA COVERAGE, INCLUDING 2 X TV
INTERVIEWS, 25 RADIO INTERVIEWS, AND 67 PRINT/ONLINE
ARTICLES
• REGULAR SPOTS ON KIIS 106.5

20. Winning single Even Angels Cry was added ATB on KIIS 1065
followed by numerous regional networks
Added to main playlist on MTV
#12 debut chart
#5 Australianalbum chart