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Requirement
Description of Assignment:
Task 1 (1.2, 3.1, 3.2): Write an analytical report (1200 words) that evaluates the strengths and weaknesses of a marketing campaign for a new Music product e.g. recording, act, artist, tour, video.
You could look at more than one case study if you wish to. Look at all aspects of this campaign such as e.g. demographic, press, merchandising, TV, radio, advertising and artwork;
Try to establish/analyse:
? What marketing methods are being used
? Which of the applied methods are most/least effective
? Why these methods are/are not effective
Task 2 (1.1, 2.1, 2.2): Create and pitch a marketing campaign for an unsigned band or individual. This can be a real unsigned band/artist or you can create one of your own. Your marketing pack will contain as many elements of the following list as possible:
Fliers
Posters
Demos
A press release
Videos
Merchandise
An internet marketing tool
In a short (5 minute) informal presentation you will pitch your campaign to your colleagues. This willtake the form of a short explanation of why your chosen methods will appeal to the band/artists target demographic and how you intend to use the internet/social media to successfully implement these
elements.
Solution
Marketing Strategy of Fifth Harmony- An Analytical Study
This report evaluates the strengths and weaknesses of a marketing campaign for Girl Band Fifth Harmony. Fifth Harmony is an American five-piece girl band consisting of members Ally Brooke, Dinah Jane, Normani Kordei, Camila Cabello, and Lauren Jauregui. The group has finished third in the show The X Factor US in 2012. After that, the band signed a joint deal with Syco Music and Epic Records.
Overview of the marketing campaign
Fifth Harmony Girl Band has a huge fan following in the US owing to the third place at The X Factor USA, but a minimal awareness in the UK. The strategy was to market the band in the United Kingdom so as to increase its popularity. The strategy required a period of six weeks for breaking the group in the United Kingdom and to deliver a top 5 single. The Band visited the UK for their tour- The Reflection: European Tour along with other European countries like Netherlands, Germany, Spain and France.
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CAMPAIGN OBJECTIVES:
To break Fifth Harmony in the United Kingdom
To secure top 5 single
DIGITAL OBJECTIVES:
Develop UK social followers
Intensify UK social engagement
Raise awareness outside of their core fanbase
Methods
The main strategy was implemented via activation of the global fan following so as to engage the targeted demographic area i.e. the United Kingdom by positioning the girl band and their fan following as inclusive and caring. This was intensified through various partners. The second aim was to create noise for the Girl Band’s trip to the targeted area and for maintaining a hyped exposure.
For this purpose, various marketing methods were implemented. The most used and most fruitful was the use of social media and other related services. The use of hashtags like #5HGirlsCan and #PassItOn were used for empowering the fans so as to celebrate the individuality and to explain why the band was special. Similarly, a thank you video was launched urging the fans to share their own stories of amazing people surrounding them. Then, each girl from the bad selected someone branding them as “5H girl or boy who can”. Further, a shot of each girl was rolled out where each one of them held empowering quotes; all these quotes were lyrics from their own album. Other method included the partnership with Cybersmile: Sugarscape, an anti bullying charity for increasing their positivity on a wider scale. Further, as a countdown to their UK arrival, a hashtag #5HInvasion was launched. The girl band was them filmed at the iconic London spots for showcasing their love for UK and British fans.
The band is known to be a selfie and Snapchat lover, so the fans were provided with exclusive Snaps when the band performed at the Capital Summertime Ball. More methods and strategies were implemented when the band was out of town. For this, a British-themed content plan was rolled out, and a lucky fan was surprised with a prom takeover. Consequently, for creating the artwork and recognizing the achievements of the fans in the United Kingdom, various images and comments from their fans were pulled out in social media.
RESULTS
UK social numbers inclined to 50%.
UK engagement- 100% growth
#1 UK and #1 global Twitter trend
Their single ‘Worth It' achieved more than expected success in the UK market. The girl band performed a takeover in their tour along with a series of high-profile performances and appearances resulting in a peak position of 2 on the UK iTunes lists for weeks.
Effects
The campaign was a huge success where their chart ‘Worth It' debuted at the third position. The social numbers hiked by more than 50 percent especially in twitter and their engagement inclined more than double in the UK. The hashtags #5HUKinvasion and #5HGirlsCan further achieved the global Twitter trends. The whole hype and effective marketing strategies especially the effective use of social media and intense emotion build up with their fanbase made their performance at the Capital Summertime Ball as the most viewed performance from the whole event. The marketing strategies helped to leverage the excitement of the worldwide fan following along with tapping the dormant audience of United Kingdom. The methods were efficient in connecting with the issues and emotions of the fans, and the main key was to make these fans a member of their warm and welcoming community. The methods were well-organized and were spot on as they resonated with the core value and helped to give gravity to the thoughts and emotions of the fans. The marketing strategy to select a special fan by each girl showed the best method for engaging with their fans in the UK and winning their love from all another fan base. From these, a large community of the fans have been generated, and the methods used for their marketing will continue to involve the fan base along with interacting them for future works. This campaign can be regarded as a great proof for drawing the attention of young tech-savvy international fan base and made the most out of the word to mouth technique. The campaign achieved a successful and fruitful launch into a territory that was almost unknown to this girl band. Via the collaboration with the charities and other related organizations, the marketing methods ensured that enough awareness was raised especially during their visit to the UK. These strategies made the most of the involved fans and helped the girl band to establish their foothold in the markets of the United Kingdom.
However, there is a need to revive these marketing strategies with time so as to reach to as many youngsters as possible. Various grassroots marketing, as well as updating techniques, have to be implemented and utilized in new formats so to avoid declination of the number of fan base established in this period. These marketing strategies were highly effective for increasing the fan base in an unexplored territory, but the methods were short-lived and hence the some strategies have to be introduced from time to time to revive the interests of the fans. Thus, the strategies need to have innovation and differentiation for staying alive.
Task 2# Marketing Campaign for an unsigned band
Band Description:
Cadillac Dysfunction: An upcoming British electronica band founded in Edinburg. The band consists of frontman and guitarist Alexander Murrs, bass guitarist Mikey Turkmen, keyboard player Emre Goldsworthy and Nail Payne. They describe their music as electro-pop and mixing R&B and consider Diplo, Flying Lotus, and Radiohead.
CAMPAIGN OBJECTIVES:
A grand welcome in music industry
To secure their single in top 5 position
DIGITAL OBJECTIVES:
Attract as many people they can
Raise awareness all over the globe
Build UK social engagement
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To celebrate the global release of the first album of Cadillac Dysfunction, various fliers and posters can be distributed among the territories of England so as to increase as much awareness as possible. The social media profiles of all the band members can further be utilized as a primary central hub for conduction of all the campaign activity and therefore these can become like a forum got the band to interact with people of all the age and increase awareness further. A mixture of the nicely shot gig footage, animated videos along with curated Spotify playlist can be used for increasing the fanbase and for awareness at the high rate. The band can also add their ongoing live as well as radioactivity in their forums. A band can create their website and further present the step-by-step making of their album which can invite people for following creative process while the album was making along with some candid videos of the band members, exclusive videos, and their innermost thoughts. This strategy will provide access to people by giving insights to what inspires them for their songs.
The company can further create a unique Spotify activation for building awareness for the release of their first single and for delivering significant streams for their tracks so as to introduction band to the new audience. The marketing team must create a distorted clip of every track present on the album. This distorted clips and be released on Spotify before the release of their first track. This can be supported by using a homepage takeover creative unit, and the people would be accessible for exploring all the distorted clips and then can follow their official forum on social media. Once a little buzz has been created the band can organize an interactive jukebox in their homepage unit. This can bring about a high level of engagement and can help to increase their followers on Twitter and can increase their awareness.
Their clips can be created and can be drip feed out on their Facebook accounts by using the retargeting tool of Facebook video for building up their audiences where the “viewed 90% or more” can be the indication of engagement of the users. Setting up a Vevo channel for them for retargeting would also be beneficial. This can provide the band with highly targeted audiences and high marketing even in the small budget.
References:
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Smith, C. (2015). Good news, UK Harmonizers: Fifth Harmony are coming back on tour. Sugarscape. Retrieved 5 April 2016, from http://www.sugarscape.com/music/news/a1081647/fifth-harmony-uk-tour/
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Smith, C. (2015). Good news, UK Harmonizers: Fifth Harmony are coming back on tour. Sugarscape. Retrieved 5 April 2016, from http://www.sugarscape.com/music/news/a1081647/fifth-harmony-uk-tour/
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