[HUBFORUM Sao Paulo] Deezer - Mathieu Leroux

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HUBFORUM Sao Paulo : http://hubforum.com/saopaulo/

On June 5th 2014, the HUBFORUM made its first appearance in Sao Paulo. The opportunity to gather 80 brazilian and international experts on the up coming trends and best practices in digital marketing. On the eve of the world cup, fifteen speakers have made an overview of the brazilian digital market and ecosystem.

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[HUBFORUM Sao Paulo] Deezer - Mathieu Leroux

  1. 1. MEDIA Mathieu Le Roux June 2014 Building brand culture with Music ! Hub Forum São Paulo
  2. 2. MUSIC CH, CH, CH, CHANGES Play Collect Mix Move Share Streaming
  3. 3. MUSIC CH, CH, CH, CHANGES Play Collect Mix Move Share Streaming
  4. 4. … AND IN LATIN AMERICA Digital revenues grew 124% over the last three years, compared to a global average of 28%. ! ! ! ! ! ! Main Players of the streaming entering most latam countries 124%Source: IFPI Deezer coverage in Latam
  5. 5. WHO ARE THEY? Buy first, talk fast and spread the word to others Early adopters are typically described as curious, adventurous consumers…
  6. 6. Data for Free Active Users - July ‘13, Internal source AUDIÊNCIA BRASIL – reached 2M UV in April 2014 ! 13 - 17 18 - 24 25 - 34 35 - 49 > 50 0,06 0,18 0,29 0,33 0,14 49% 51% y/o
  7. 7. TARGETING * 12 categorias disponíveis AGE ! SEX ! REGION ! MUSIC GENRE ! GROUP OF ARTISTS
  8. 8. … AND, HOW TO IMPACT THEM? Relevance ! Impactful ideas ! Interesting communication ! Great formats
  9. 9. CASE 1: NISSAN JUKE 
 France: App on Deezer + Deezer P+ accounts WHO: Nissan Juke ! WHAT: Customized playlist according to user’s route on Deezer website InApp issan Juke Box app on Deezer website + media + Deezer accounts ! HOW: Target : urban men, 25/39 years old Media plan : HP with takeover + targeted high impact formats ! WHY IS SPECIAL? Buy the car, get a Deezer P + account + generate your customized playlist to listen in your car ! RESULTS: 1,000 cars sold in 6 months
  10. 10. CASE 2: SPRITE FRESH SOUND RADIO
 Russia: Customized branded webradio WHO: Coca-Cola (Sprite) ! WHAT: 3 Branded webradio on Sprite website with tracks selected according to the brand’s target ! HOW: tracks selected by our editorial team according to the brand’s target ! WHY IS SPECIAL? To support brand positioning, tracks update frequently, high number of visitors ! RESULTS: Several 100,000 of streams each month
  11. 11. CASE 3: LUX LUXO TODA PODEROSA
 Brazil: Exclusive song, spotlight on Deezer HP WHO: Unilever (LUX) ! WHAT: Promote and communicate a song created specific for the media plan ! HOW: Target: women Media plan: high impact and standard display formats to redirect to the song page ! WHY IS SPECIAL? Song was uploaded on Deezer catalogue to help to spread it through the brand’s target ! RESULTS: + 3K streaming in one month, 84% mobile access
  12. 12. CASE 4: SAMSUNG GALAXY GEAR 
 Colombia: High impact display formats WHO: Samsung (Galaxy Gear) ! WHAT: Communicate the introduction of Galaxy Gear ! HOW: Target: men/ women Media plan: high impact display formats ! WHY IS SPECIAL? The campaign focused on special formats ads to increase the impact of the communication ! RESULTS: 2.68% CRT in the first week. 2.23% CTR AVG campaign

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