The document outlines a marketing strategy and social media plan for artist Normani. The mission is to promote her collaborations, releases, and boost her social media presence. Key elements include developing story pillars for social media content, analyzing her current platforms, and providing inspiration from other artists. A variety of campaigns are proposed, such as exclusive video and interview series, behind-the-scenes studio content, scavenger hunts, playlists, and partnerships. The overall goal is to think like a storyteller, entertain fans, and increase engagement across Normani's platforms.

1. L O N D O N | N E W Y O R K | L O S A N G E L E S | N A S H V I L L E
N O R M A N I

2. THE MISSION
SOC IAL MEDIA
INSPIRATIONAL CONTENT
MAR KE TIN G STRATEG Y
C O N T E N T S

3. T H E M I S S I O N
Promote
collaborations with
Calvin Harris while
continuing to promote
prior releases.
Deliver an optimized
social strategy to
boost following,
engagement and
exposure
Activate the
existing fanbase
online and
increase the reach
of campaign
moments
Provide ancillary
marketing support to
the core team to
plug in missing parts
of the puzzle

4. S O C I A L M E D I A

5. T H I N K L I K E A S T O R Y T E L L E R , N O T A M A R K E T E R ,
T O P R O V I D E A D D E D VA L U E T O FA N S .
T h ro u g h a s e t o f c l e a r l y d e f i n e d S t o r y P i l l a r s , w e c a n p ro v i d e
t h e m e s t h a t y o u r f a n s w i l l re l a t e t o a n d e n g a g e w i t h .
I M P O RTA N C E O F A S O C I A L S T R AT E G Y

6. E X A M P L E S T O R Y P I L L A R S
THINK LIKE A STORYTELLER &
ENTERTAIN YOUR FA NS
T H E M U S I C F A S H I O N
P E R S O N A L / B T SL I V E P E R F O R M A N C E S

7. W H A T W E K N O W
2 2 6 , 5 9 5 L i k e s : T h e c o n t e n t t h a t h a s
performed best on this page is personal
posts related to causes Normani cares about
a n d c o n t e n t t h a t i s e x c l u s i v e t o t h e
p l a t f o r m . W e s u g g e s t p o s t i n g m o r e
e x c l u s i v e c o n t e n t t o t h e p l a t f o r m t o
incentivize fans to come to the page. Cross-
p l a t f o r m p r o m o t i o n w o u l d s e r v e t h i s
platform well because Normani could post a
clip of exclusive video content on another
platform with the link in the caption to the
full video. Incorporating more personal
posts with exclusive posts will together help
increase engagement because it is what fans
have been responding to the most.
2,414,788 Followers: Twitter is a great
place to post shareable and engaging
content, giving more of an everyday insight
into an artist’s life and their thoughts and
opinions. Most of Normani’s conversations
with fans focus on thanking them for their
support, which is great, but we suggest
making the conversation more personal. A
Q&A would be a great way to start doing
this. Most of the content on Normani’s page
is retweets, so we suggest making more
original posts so that she can express her
own voice, photographs, and videos to her
audience, rather than someone else’s.
FROM OUR INITIAL AUDIT OF NORMANI’S SOCIAL CHANNELS, WMA DISCOVERED THE BELOW.
I N I T I A L C H A N N E L A U D I T

8. W H A T W E K N O W
3,774,485 Followers: The posts receiving the
highest engagement on this platform are
photos that highlight Normani’s fashion for
events and photoshoots. Fans like to see what
trends Normani is following to influence their
own style. The posts that do not do the best
are traditional advertisements. To improve
t h i s , w e s u g g e s t p o s t i n g t h e t r a d i t i o n a l
advertisement on her story, while posting a
performance action shot on her feed. Action
shots tend to do better with engagement.
There is a lack of Normani’s personal life on
this platform, so we suggest posting more in
the moment content to her story to give fans
more insight into her daily life and deepen the
fan artist relationship.
FROM OUR INITIAL AUDIT OF NORMANI’S SOCIAL CHANNELS, WMA DISCOVERED THE BELOW.
I N I T I A L C H A N N E L A U D I T
98,919 Followers
1 0 , 9 4 6 , 4 9 7 M o n t h l y L i s t e n e r s : T h i s
platform is not being utilized to its full
p o t e n t i a l . To i n c re a s e e n g a g e m e n t w e
recommend creating playlists of songs for
different events/moments such as road trips,
going out, singing in the shower, etc.) so
fans can get a sense of what music she is
loving at the moment and what she listens
to on different occasions. We suggest
promoting these playlists on Nor mani’s
other platforms to increase cross-platform
p r o m o t i o n a n d u p d a t i n g t h e p l a y l i s t s
regularly to keep the platform active and
engaging.

9. F U R T H E R D E V E L O P M E N T
I N I T I A L A U D I T : F A C E B O O K
W H A T ’ S W O R K I N G
Facebook exclusive content like
this photo performs well because
fans have not seen it on her other
platforms and they are reminded of
Normani’s presence on the
platform.
Personal posts like this about
causes Normani cares about are
great because they allow fans to
get to know a more personal side
of her.
This post could have utilized native
video to help increase reach and link
to the full performance on YouTube.
This would have been more visually
appealing in a fans’ newsfeed.
Videos also automatically play in the
newsfeed, so by posting the native
video fans would have been more
likely to interact with the content
since it wouldn’t take effort for them
to view it.
Normani has a younger audience,
so The Talk is not a show that
attracts her audience. This post
would have benefited from a clip
from the interview being posted
instead of a photo. This would
have gotten fans more interested
in what she was doing on the
show.

10. F U R T H E R D E V E L O P M E N T
I N I T I A L A U D I T : T W I T T E R
W H A T ’ S W O R K I N G
Milestone tweets perform well
because Normani’s fans love to
celebrate her successes just as
much as she does. This post can
do without imagery because the
milestone is exciting enough to
engage fans.
Behind the scenes content
performs well because fans get to
see what they normally wouldn’t.
This tweet also stands out because
of the uppercase text and
photograph.
This post would have
benefitted from a photo of
Normani and her friend to
make the post more visually
appealing and to show more
of the relationship she has
with this person.
Including a clip of the song with
the artwork would have made this
tweet more to make the post more
interactive by giving fans the
opportunity to hear the song and
share it.

11. F U R T H E R D E V E L O P M E N T
I N I T I A L A U D I T : I N S T A G R A M
W H A T ’ S W O R K I N G
Fashion posts like this one are
great because Normani’s fans love
to see her style to get inspiration
for their own looks and to know
what is on trend.
Behind the scenes shots such as
these are great because they give
fans more of an insight into who
Normani is excited to see at events
and what was memorable for her.
This helps her fans feel more
connected to her.
This post did not gain as many likes
as other posts because it is a
traditional ad. There is not much to
it and not as engaging. A video to
promote the performance would
have been better to post and this
photo would have worked better on
Normani’s story.
The cover art works to promote
her collab with Quavo on the
album, but a photo of her and
Quavo or custom artwork for the
song would have increased
engagement because it would
have stood out more on the fan’s
feed.

12. WMA.AGENCY ALL RIGHTS RESERVED, 2015
INSPIRATIONAL
C O N T E N T

13. CHARLI XCX, KHALID
Facebook is an essential platform that can
be used to promote releases, interview
p i e c e s a n d m o r e i n t e r a c t i v e c o n t e n t
including posts surrounding authenticity
and personal updates.
Suggested Content:
• Career milestones
• Native videos + gifs
• Facebook Livestreams
• Interview + press pieces
• Bespoke creative & design
• Behind the scenes updates
• Travel/live imagery
• 360° & exclusive video content
I N S P I R A T I O N A L C O N T E N T

14. ARIANA GRANDE, CAMILA CABELLO
Twitter is a reactive platform where Normani can
share behind the scenes updates, directly interact
with fans, and easily share opinions on certain
issues. It also works well for timely events that are
trending, live moments, multi-artist cross promotion
and expressing personality and humor.
Suggested Content:
• Engaging with trending topics + timely content
• Tour updates
• Cross promo retweeting
• Personal interests / hobbies / activities
• Personal opinion pieces
• Sharing Music
• Responding to and engaging with fans
I N S P I R A T I O N A L C O N T E N T

15. NICKI MINAJ, SZA
41% of all 600m (and counting) Instagram users
are between the ages of 16-24. Instagram is the
most visually engaging platform and is typically
used by artists to share behind the scenes
content giving a wider insight into their lives.
Suggested Content:
•Behind the scenes / personal
•Individual band POV content
•Videos / boomerangs
•Interests / hobbies
•Bespoke creative
•Calendar / timely events
•Live images
•Lifestyle images
•Daily updates
•Instagram Stories
I N S P I R A T I O N A L C O N T E N T

16. M A R K E T I N G
S T R A T E G Y

17. “ W I T H N O R M A N I ” S E R I E S
Normani’s fans love to know who and what inspires her, so
through this video series fans will get to hear her speak on
these topics.
Video series will include:
• Fashion
• Music
• Social Issues
• Family
• Friends
Full videos will be natively posted on her Facebook to
increase engagement on this platform.
Clips will be posted to Instagram and Twitter directing users
to watch the full video on Facebook.
Little Mix’s “With Little Mix” Series

18. A W E E K I N T H E S T U D I O W I T H
N O R M A N I , P O W E R E D B Y Y O U T U B E
In the week leading up to and the day of the release of Normani’s newest
single, Waves, with 6LACK, WMA will rollout daily stories showing
Normani in the studio.
These stories will include:
• Playing a portion of the song acoustically on guitar or piano
• With 6LACK in the studio working together
• Celebrating right after the song’s release
• Hearing the song on the radio for the first time
• Each will include a “Swipe Up” feature leading fans to a full
behind the scenes video on YouTube
In partnership with YouTube:
• Full videos posted on Normani’s YouTube channel
• Final documentary posted on YouTube Music
• Interviews with Normani and her team discussing her journey
• Showing behind the scenes studio and performance clips
Taylor Swift’s Instagram Story

19. W A V E S L Y R I C S C A V E N G E R H U N T
Alessia Cara’s Growing Pains
Scavenger Hunt
Getting a new release trending on Twitter is a great way to get
attention from a wider audience. This will occur by using the
hashtag, #NormaniWaves, in conjunction with a lyrics
scavengar hunt for fans.
This scavenger hunt will include:
• Involvement from Normani
• Encouraging fans to keep going
• Posting the full verse or chorus after it’s put
together
• Following fans she responds to
• Final reward for fans
• Full lyrics posted in order
• Full cover art posted

20. # C H E C K L I S T M U R A L
Murals have become increasingly popular on Instagram because
people believe photos that fit a certain aesthetic will get them
more likes. To promote Normani’s release with Calvin Harris to a
wider audience, WMA will create Instagram friendly murals.
• Fit the design of the song
• Blue, red, and black colors
• #Checklist spray painted along the top or side
• Red tape design
• Location
• Los Angeles, New York City, Houston (Normani’s
hometown), London (to increase international promotion)
• Other major cities across the US to engage a large
audience
Ariana Grande No Tears Left To Cry Mural

21. N O R M A N I ’ S C H E C K L I S T
S P O T I F Y P L A Y L I S T
Fans love knowing what music their favorite artists are
listening to. Normani will curate a playlist that includes all of
the songs on her checklist to promote her song “Checklist”
with Calvin Harris.
This playlist will include:
• Description detailing what checklist these songs
are on (example shows for a night out)
• Songs from her favorite artists that fans expect to
see
• Songs from her friends
• Ariana Grande songs to promote upcoming tour
with Ariana
• Normani’s own songs
Sample Playlist

22. N O R M A N I P L A Y S W I T H P U P P I E S
Brand partnerships help artists get exposed to an audience who
are unfamiliar with who they are and their music. BuzzFeed
creates original, engaging content that will do this.
Normani will be featured on BuzzFeed’s “Plays With Puppies
While Answering Fan Questions” series
• Engage the fans she already has by having them
submit questions
• Include funny clips to show her fun personality
• Talk about her interests to give viewers an idea of
who she is
• Link full video on BuzzFeed and Normani’s socials
• Create and post small clips to Normani’s Twitter and
Instagram to give fans sneak peek
Kacey Musgraves featured on BuzzFeed’s “Plays With
Puppies While Answering Fan Questions” series

23. C O M M S P L A N

24. W M A . A G E N C Y I N F O @ W M A . A G E N C Y
A L L R I G H T S R E S E R V E D , 2 017.