warner music

Campaign Brief

The objective of the Warner Music campaign was to create awareness and drive Spotify streams for the song "The Joker And The Queen" by Ed Sheeran featuring Taylor Swift. In line with the song release, the KOLs were required to curate content that touched base on emotional cues - in line with the nature of the song. The target audience would be those who are interested in music, entertainment and fans of the "alternative indie" music genre.

Strategy

The creative approach used for this campaign was to engage talented and creative KOLs that were able to portray the emotions of the song through their content. As this was an entertainment-based campaign, the KOLs were given creative freedom to express their personalities through dance, skits, and covers so that their followers were able to resonate with them whilst associating it to the song.

Instagram Micro Influencers & Mid-Tier TikTokers Engaged

Mixture of Instagram Stories & TikTok Videos

Performance Analysis

Reach

Likes

Comments

Saves

Link Clicks

586,071

60,620

558

821

954

2,729

Engagement Rate

4.34%

warner music

Campaign Brief

Strategy

Performance Analysis

Industry Benchmark at 0.64%