Home Sweet Home was Katherine’s 10th studio album in her 10th anniversary as a recording artist, released on her original record label after a period at WMG.
We began early with a long-lead YouTube based campaign to frame Katherine as a best practice YouTuber. This involved weekly videos based on a variety of short-form themes (personality pieces, marathon advice etc.), with the intention of re-engaging the existing fanbase and reactivating social and CRM channels, as well as spring cleaning Katherine’s search results via Google’s connected ecosystem.
We wanted to present Katherine as a social and approachable musician, in touch with her roots and fans. Next step was a website redesign to pull in social activities and help reinforce the above goals.
The album campaign started in July and included regular teased content feeding into Katherine’s channels, as well as an exclusive eComm product announcement featuring a 12” wall calendar, which we posted to Facebook asking fans to tag their birthdays. Katherine wanted to give something back and reconnect with her fanbase as well as drive home the message of the album, so we gave fans 140 characters to leave a message for Katherine about what makes home such a special place for them.
We built a page where they could send us their messages and we received almost 400 entries. Katherine chose her 50 favourite, which we printed inside the booklet that came with the album. We posted the booklet to Facebook and encouraged the winning entrants to tag themselves to help reach a new audience.
Katherine’s mailing list provided the highest conversion rate and we maintained an open rate of over 30% throughout the campaign, with an equally strong CTR.
The exclusive eComm product (calendar and album bundle) proved to be the highest converting product type across all our digital marketing activities.
We also increased YouTube subscribers by 4.5k since we launched Katherine’s new-look channel, which was a key objective for us.
Finally, we drove over half a million new views on Katherine’s YouTube channel since launch (this doesn’t include Vevo).
KEY LEARNINGS
Katherine is an extremely visual artist and works best in front of camera, talking directly to her fans. This was the strategy behind the YouTube campaign, but we also learned that her involvement in replying to fans directly on Facebook and Twitter was something we needed to work on. We increased the level of personal responses on those platforms in the weeks up to release, including more behind-the-scenes-style photos and direct replying to comments. We saw engagement levels and reach dramatically increase because of this.
Project Budget
Demographics
