music & arts, social promotion case study

Greyson ChanceSocial Promotion

BeebyClarkMeyler.com | @GoBCM

• Find a compelling “social” way to bring the wildly enthusiastic demo

of young musicians to the Music & Arts brand, keeping in mind: • Music & Arts is a low-consideration brand

• Limited budget was allocated

• Little to no buzz about brand existed in the market


Celebrity star power creates the Chance of a lifetime

• Leveraging our experience with social promotions and music industry contacts, a Facebook video contest was developed for teens featuring 14-year-old phenomenon Greyson Chance.

• The Facebook contest encouraged users to submit a video of themselves playing an instrument. After a judging panel selected six finalists, users were encouraged to vote daily for their favorite video and share with their friends, increasing activity around the contest and category share of voice – the winner would get the chance to meet Chance.


• The promotion was hosted on the Music & Arts Facebook page:

www.facebook.com/musicandarts


• Three videos featuring Greyson Chance were created to promote the

contest and attract his highly relevant fan base

• Videos were hosted on Chance’s Youtube channel (+250K subscribers)

• Contest updates were posted on his Twitter page (+1.25MM followers)

• Videos and updates were posted on his website


• The Facebook display ads and posts on Greyson Chance’s Facebook

page migrated 107K fans to the Music & Arts Facebook fan page

• 200+ qualified submissions entered

• 2,600+ public votes were tallied

• 47,144 total visits and 188,915 page views

• High level of earned impressions and activity was generated

surrounding the contest

• All Music & Arts sales categories saw increased growth as a result of

the contest

• Post-contest, newly acquired user base has remained active, engaged

and responsive to the brand on social networks


• Facebook Fan Demographics pre-FYV (as of 12/7/11): 31,628 total fans

• Facebook Fan Demographics post-FYV (as of 3/5/2012): 139,297 total fans (92% USA)


Beeby Clark+Meyler is an award-winning interactive agency focused on

innovation in media. By this we mean the creation of new and more effective

marketing based on the consumer’s evolving interaction with, and

consumption of, media.

We design highly productive marketing programs that leverage today’s most

engaging digital media technologies to enable more brand engagement,

awareness and sales.

For more information, contact Stuart Meyler, Principal

[email protected], 203.653.7950

Visit: BeebyClarkMeyler.com

Follow: @gobcm

music & arts, social promotion case study

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