Music & Arts, Social Promotion Case Study

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This case study shows how Beeby Clark+Meyler found a compelling “social” way to make the Music & Arts brand relevant to young musicians. The Greyson Chance Social Promotion was a video contest on Facebook developed to acquire fans and build engagement amongst the target demographic.

Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media.

We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales.

For more information, contact Stuart Meyler, Principal
smeyler@beebyclarkmeyler.com, 203.653.7950

Visit: BeebyClarkMeyler.com
Follow: @gobcm

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Music & Arts, Social Promotion Case Study

  1. 1. Greyson ChanceSocial Promotion
  2. 2. BeebyClarkMeyler.com | @ GoBCM• Find a compelling “social” way to bring the wildly enthusiastic demo of young musicians to the Music & Arts brand, keeping in mind: • Music & Arts is a low-consideration brand • Limited budget was allocated • Little to no buzz about brand existed in the market
  3. 3. BeebyClarkMeyler.com | @ GoBCM Celebrity star power creates the Chance of a lifetime• Leveraging our experience with social promotions and music industry contacts, a Facebook video contest was developed for teens featuring 14-year- old phenomenon Greyson Chance.• The Facebook contest encouraged users to submit a video of themselves playing an instrument. After a judging panel selected six finalists, users were encouraged to vote daily for their favorite video and share with their friends, increasing activity around the contest and category share of voice – the winner would get the chance to meet Chance.
  4. 4. BeebyClarkMeyler.com | @ GoBCM• The promotion was hosted on the Music & Arts Facebook page: www.facebook.com/musicandarts
  5. 5. BeebyClarkMeyler.com | @ GoBCM• Three videos featuring Greyson Chance were created to promote the contest and attract his highly relevant fan base• Videos were hosted on Chance’s Youtube channel (+250K subscribers)• Contest updates were posted on his Twitter page (+1.25MM followers)• Videos and updates were posted on his website
  6. 6. BeebyClarkMeyler.com | @ GoBCM• The Facebook display ads and posts on Greyson Chance’s Facebook page migrated 107K fans to the Music & Arts Facebook fan page• 200+ qualified submissions entered• 2,600+ public votes were tallied• 47,144 total visits and 188,915 page views• High level of earned impressions and activity was generated surrounding the contest• All Music & Arts sales categories saw increased growth as a result of the contest• Post-contest, newly acquired user base has remained active, engaged and responsive to the brand on social networks
  7. 7. BeebyClarkMeyler.com | @ GoBCM• Facebook Fan Demographics pre-FYV (as of 12/7/11): 31,628 total fans• Facebook Fan Demographics post-FYV (as of 3/5/2012): 139,297 total fans (92% USA)
  8. 8. BeebyClarkMeyler.com | @ GoBCMBeeby Clark+Meyler is an award-winning interactive agency focused oninnovation in media. By this we mean the creation of new and more effectivemarketing based on the consumer’s evolving interaction with, andconsumption of, media.We design highly productive marketing programs that leverage today’s mostengaging digital media technologies to enable more brand engagement,awareness and sales.For more information, contact Stuart Meyler, Principalsmeyler@beebyclarkmeyler.com, 203.653.7950Visit: BeebyClarkMeyler.comFollow: @ gobcm

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