Summary.
Challenge
Drive awareness for ‘Taste the Feeling’ anthem to be the No 1. played and downloaded song across radio, TV, music sites and digital platforms.
Insight
Nigerians are by default very lively people. With this, the energetic ‘Taste The Feeling’ anthem was a perfect fit. However, ensuring the anthem seeds well with the TG to drive success throughout the campaign duration we opted for constant optimization and 360 degree utilization of media channels.
Execution
To launch the ‘Taste The Feeling’ proposition, an integrated media strategy was deployed to achieve 50% reach at a frequency of +8. We amplified localized version on popular radio stations partnering with OAPs and DJ’s, deployed more than 4,758 and 15,279 spots on TV/Radio respectively.
Digital – 3D rich media cube supported with banners was deployed to drive download on top music websites while strategic OOH placement was used to drive awareness
ROI
- 53% of audience reached
- Over 2.7 Billion online impressions, 137 Million Social Media Mentions over 6 months
- Approximately 700% fan engagement – 11,871,514
- Over 300% over KPI anthem download achieved – 749,416
- Brand love score grew from 3.94 to 4.06
- 5,653 DJ and radio plays
