We wanted to find a way to identify the fans who had bought Keane’s first album (Hopes & Fears) but had gradually lost touch with the band over the years. We wanted to create an emotive storytelling tool that helped remind them why they loved the band’s music which would, in turn, help promote the Best Of Keane album that they could then share with their friends and loved ones. Rather than You Tube or Spotify, we decided that Facebook was where we had the best chance of reaching these fans due to the massive global user base and broad demographic, coupled with the fact that the platform is viral by nature which would naturally facilitate sharing of personal videos.
The application automatically pulls all of the most engaging photos from fans’ Facebook profiles using the Facebook API (the photos with the most likes/shares/comments from their friends). These photos will typically be key moments in people’s lives: graduating, getting engaged, weddings, having children, holidays etc., so it will help show how people’s personal lives have evolved – much like Keane themselves over the last 10 years.
How was this marketed and how did fans find out about it?
We created a video using the app that featured photos of the band over the years. This was key as we wanted to show that the band were fully supportive of the concept and this was the best CTA to get fans involved.
We then launched the app with a Facebook video post which has had a great response with over 3,000 likes and 559 shares.
The app was also promoted in an email to the official Keane database and on their www.keanemusic.com website and Twitter as well as all Island channels.
Over 2,000 videos were created and shared using the app in the first 72 hours, which was a great start and the vast majority were from the organic post rather than bought media.
Most of the views are on desktop as the app is optimised for desktop due to the complexities and restrictions of working with iOS/Android on the dynamic creation and rendering of the video in real time in HTML5. You can still create and view your personal videos on phone and tablet but it’s a stripped back creative.
We have now had over 4k videos (as of 14th November) created and the app www.everybodyschanging.com website has had over 25k unique visitors in under a week.
Results:
• Engaged with Keane’s ‘lapsed’ fanbase through Facebook.
• Very impressive level of engagement with the application through first few days and week.
• Created chatter amongst old friends on ‘memories’ and reminded them of ‘Everybody’s Changing’, one of Keane’s biggest hits, whilst doing so, and what memories that song brought them. Reconnected them with the band.
• As Comufy was built into the app, we were able to send a direct sales message via a notification with everyone who had made a video/engaged with the application. Key learnings:
• For a Greatest Hits campaign you cannot rely on the core audience – it’s for the masses. So how do you reach them online? We think we have done so successfully through this online tool, alongside all the other offline promotion/ marketing we would usually do on a Best Of campaign.
• Come up with a concept that will resonate with the acts audience (30-40-year-olds) and involve engaging content (photos).
Project Budget
Demographics
