Over the course of nine months, we have built a progressive campaign on M.O that is led by content and digital marketing strategy. We created an unprecedented suite of assets – from lo-fi performance clips and memes, to influencer collaborations and interviews, to topical covers and countless dance videos.

In an attention economy, the value of our endless and consistently refreshed pool of content proved invaluable at each point in our marketing campaign. To be exact, we captured over 1m minutes of our audience’s attention on Facebook alone.

With the features on the track sitting firmly in the urban world, we kicked the campaign off with some essential repositioning – partnering with GRM on YouTube and socials platform to relaunch M.O with brand-new member Chanal. Not only did this organically tap into the dedicated audience that GRM has on YouTube, we were able to partner deeper and use their brand and page to promote M.O from other channels and surround the audience with messaging, not just from the girls’ own channel. This also allowed us to tap into custom audiences of the GRM channel.

Over the course of the first two months of the campaign focusing on this London-based urban audience and then growing beyond this to include an audience of more general pop fans matching the streaming growth and awareness of radio and charts. Custom audiences and their growth and remarketing then became the integral success of the campaign strategy.

The absolutely essential part of the campaign was the ad strategy. We used Facebook’s advanced advertising targeting potential to employ a classic marketing funnel strategy to drive awareness, engagement and response on our artist.

Of key importance was the audiences of people that we then built from these videos the custom audiences of people that we knew had been exposed to M.O – targeted at first to GRM and then spreading out to a broader pop audience. We followed this audience with ‘Bad Vibe’ performed in the same lo-fi style that this audience was used
to consuming from M.O.

For the engagement phase we needed personality, character and focus on keeping consistency in visual identity. The key audience strategy here was to use the scale built from the videos in the awareness phase, carve custom audiences of people engaging with 3%, 25%, 50% & 100% of the videos and ensure that each audience received a frequency of unique and fresh content every week to continue to keep M.O in their news feeds and drive emotional connection to the artist. We saw engagement rates go up 8x when targeting our custom audiences from the awareness phase compared to keyword targeting.