To keep fans engaged after an eventful period surrounding the release of his album, Uncovered, last year, world-renowned DJ/Producer Robin Schulz invited fans to participate in his music video for ‘Oh Child’ featuring Piso 21.
The social media-based campaign encouraged fans to guess the location of the filming for their chance to be featured in the video. Creative was both simple and something everyone around the world would immediately recognise –three screenshots from Google Maps. A screenshot of the globe was shared across Facebook and Twitter every other day for a week, with each slightly more zoomed-in to the secret location. Screenshots were accompanied by a written clue, ranging from statistics about the country, to hints about Robin’s history with the city (i.e. “I opened for Justin Bieber here in 2017.”).
To maximise reach on Facebook and contain the conversation, each new screenshot/hint was left as a comment on the original post, rather than a new post. Fans replied to Robin’s comments with their guesses, hoping to reveal the winning location.
The reveal itself was announced in a separate post, yet still received significantly higher engagement due to fans’ investment with the overall campaign. The campaign culminated with fans living in the filming city (Mexico City) who guessed correctly, joining the filming of ‘Oh Child’ and meeting Robin Schulz in person.
Although fan acquisition was not a direct KPI, the week of this activation, Robin earned 23% more Facebook page likes and garnered 49% more page views compared to the previous weeks. Engagement also increased on his Facebook page by 700%. Minimal paid media spend was applied to these posts, indicating that even organic engagement tactics and simple creative assets can boost a page’s overall health in tremendous ways as long as it’s on brand, exciting for fans, and invites followers to participate in something bigger than themselves.
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