The release of a first single in July, then the first EP, then the new single in November, will lead up to the album in 2015.
We started teasing the fans with the single, which went to #1 on iTunes within 90 minutes of release. T
he social campaign involved daily missions, revealing parts of lyrics and doing contests to pick fans and DM-ing a snippet of the instrumental and letting fans create their own versions without hearing the song to post on Vine. We continued to do missions engaging the fans throughout the EP release, which went to #1 on iTunes in under 30 minutes from release. We continued to activate the fans by using thresholds to reveal the fact there was a new single coming. We turned his website into a mosaic image where we galvanised fans to tweet different hashtags in order to reveal the single, the art and the date. After the date was revealed, we used a heat map on his site to reveal the location of pop-up events and if enough online chatter was reached, he would release the single three days early, which we accomplished by generating over 150m Impressions via his socials.
The ‘Life Of The Party’ single release generated over 90m impressions on Twitter, the EP release generated over 50m impressions on Twitter and ‘Something Big’ generated 150m impressions on socials overall.
The campaign was highly successful: ‘Life Of The Party’ saw 3.4m social mentions of either the single or Shawn, there were 975,631 tweets a day, 40,651 tweets an hour and 748,435 Instagram posts. ‘Something Big’ had 5.2m social mentions, 665,000 tweets a day and 27,708 tweets an hour.
KEY LEARNINGS
Everything Shawn posts trends worldwide on Twitter. His social messaging drives fans to any location we instruct. We saw his email list grow by 85% in the span of three days. We also saw his socials increase across all platforms, including Spotify, which reached 15m streams in the US and 35m worldwide to date. The fact that he is a Vine star has transferred to his other platforms through galvanising his fans with missions unlocking music, locations for pop up performances and with each release taking it to the next level.
Project Budget
Demographics
