Taylor Swift : Digital music case study

IT NOT ONLY COLLECTED MASSIVE AMOUNTS OF ECRM DATA BUT ALSO SHOWED HOW INFLUENCERS IN SPECIFIC REGIONS CAN BE KEY IN MAKING SURE THAT CAMPAIGNS RUN SUCCESSFULLY.

Campaign breakdown

Budget: £0 – £500 Audience demographic: 60% female / 40% male, age 18-35, Korea, Greater China, SEA

The campaign itself was mobile optimised and the mechanism was kept simple so users in emerging markets (where internet connections are often lacking speed) could still experience ‘Bad Blood’ in the best way possible.

Results and key learnings

Despite largely organic promotion (eCRM mailers, social media postings), the campaign triggered an unbelievable buzz in social media. Within the first week, we received more than 147k photo submissions and we collected several thousand email addresses in our eCRM database allowing us to re-market to the audience.

Up until today (six months later), people keep using the page, which now hosts a staggering 200k submissions. Key to this success was the engagement of local UMG artists, who themselves are Taylor Swift fans and hence contributed to this fantastically successful campaign.

read full article on Musically

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