"Lights On" - Weaux & Babywolf
Music Marketing Project
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Role: Digital marketing manager, social media manager, music marketer
The Challenge: Market a new genre of music for my brand on a microbudget and compressed release timeline, with the goal of increasing engagement on TikTok, Instagram, and Spotify.
The Approach: I took a creative yet strategic approach to this product launch and modelled my marketing on other successful artists in the same genre, especially The Weeknd.​
The results​
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TikTok
41,123
views
​
5%
increase in followers
​
376
link clicks
​
$0.20
CPC
​
$77/7 days
Campaign budget & length
4,048
views
​​
106
profile visits
​
​123
link clicks
​
$0.40
CPC
​
$49/7 days
Campaign budget & length
Spotify​
2,305
streams in first month
​
7,090%
increase in streams vs previous month
​
1600
monthly listeners
9,382%
increase in monthly listeners
​​​​​
​103
playlist adds​​​
The process
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To begin, I brainstormed by creating an interactive whiteboard on Canva with inspiration images, videos, songs, and content that connect with the themes of the song.
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Market Research, Data Analysis, and Media Planning
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After brainstorming my creative ideas, I conducted market research and competitor analysis on The Weeknd and analyzed data from my previous campaigns to inform my thought process as I created my marketing plan for “Lights On”.
Content creation and scheduling
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I reached out to a local music venue to secure a location for the microbudget video shoot, and collaborated with my videographer both on-camera and behind the camera to create the main promo video content.
After shooting, I edited the full-length lyric video into short, social-media friendly clips, and scheduled them to be posted using Later.com.
I also shot a podcast-style interview video with my production partner to tell the unique story of how we met and build anticipation in the weeks prior to the release.
1,042
views
​​
62.3%
views from non-followers​​
Customer Persona
Who
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Age: 24
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Gender Identity: he/him
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Location: Los Angeles, CA
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Household: Single
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Education: College
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Occupation: Barista
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Hobbies: Music
​
Goals
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To find new music to vibe to while driving at night
Barriers
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Finding something he actually likes
​
Favorite Genres
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Synthwave
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R&B
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Hip-Hop
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Alternative
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Favorite Artists
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The Weeknd
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Miguel
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Omar Apollo
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Frank Ocean