Polydor Records Promo, Case study EVERYBODY LOVES CHERYL by Mediacom London

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EVERYBODY LOVES CHERYL

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market United Kingdom
Agency Mediacom London
Released October 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: POLYDOR RECORDS
Product/Service: CHERYL COLE
Date of First Appearance: Oct 25 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Associate Director: John Beardsworth (MediaCom)
Digital Manager: Aaron Bogucki (Polydor)
Media placement: Outdoor - Poster Campaign - 25/10/10

Insights, Strategy & the Idea
EVERYBODY LOVES CHERYL COLE – SO WE WANTED TO CREATE A CAMPAIGN WHERE HER FANS COULD SHOW THEIR LOVE – AND SHARE THEIR LOVE

The amazing thing about being a fan these days is that you can show your love to your mates. Our use of posters enabled fans of Cheryl Cole to help propel her second album to number one, doubling the bought reach of the campaign.

The challenge for outdoor campaigns for music artists is how the medium justifies its integration into the bought, owned, earned media ecosystem.

By the time we launched the second Cheryl Cole album in August 2010 social-mobile applications such as Twitter and Foursquare were reaching critical mass, and smartphones were the norm.

We decided that an artist with 3.3m Facebook fans was the ideal test-bed for fusing emergent social, mobile trends into an outdoor execution, creating an incredible launchpad for “Messy Little Raindrops”.

Creative Execution
COMBINING OUTDOOR WITH FACEBOOK PLACES ALLOWED FANS TO SHARE THEIR LOVE – AND DOUBLED THE POWER OF OUR CAMPAIGN

We decided to turn each poster into an opportunity for fans to broadcast their love for Cheryl to their friends via Facebook. We mapped the locations of each poster on Facebook Places, allowing the fans to check in to each poster site.

We offered a prize of tickets to the filming of the X-factor (a TV talent show on which Cheryl is one of the judges) to encourage people to join in - fusing outdoor, social and TV.

The act of checking in automatically updated her fans’ newsfeeds and walls with an announcement that they had entered the competition, along with details of the album release, spreading the word through their social networks.

Results and Effectiveness
CHERYL’S ALBUM WENT STRAIGHT TO NUMBER ONE.

Cheryl album hit number one week of release selling an impressive 105k copies.

8,000 people downloaded the app within the first week, the activity appeared within 260k people's newsfeeds driving millions of organic impressions.

This more than doubled the reach of a light weight poster campaign

Joe Munns, Managing Director of Polydor Records said "outdoor is important for big artist releases but this moved the game on, allowing fans to drive word of mouth from outdoor was a stroke of genius and delivered astonishing incremental media value"