Member Since: 8/18/2013
Posts: 17,329
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Gwen's album pre-orders outperforming expectations
Quote:
Billboard estimates Target invested roughly $12 million into the campaign, including $8 million for the airtime alone. Mistakes like the ones in rehearsal would have left egg on faces far and wide -- from Target, Stefani and Muller, to Deutsch (Target's creative agency for the campaign), as well as Stefani's Interscope Records label and Azoff Music Management.
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In translating that kind of buzz to consumers, Target, along with Deutsch, Interscope and management propagated a robust social media campaign, which included bringing in YouTube stars Todrick Hall and Meg DeAnglis to the set and devoting an area on the Warner Bros Studio lot across from the shoot to a social media team. The video itself was filled with easter eggs to stimulate discussion (such as naming the piano bar "Blake's," with his actual signature written in neon, a tabloid headline that read "Gwen Pregnant With Alien Baby" and having Hall and Stefani's hairstylist Danilo Dixon included in the video).
Target, which deployed its first-ever Facebook Live activation, was elated after the shoot. "We’ve seen more than 3 billion media impressions to date for the campaign," said Jeff Jones, Target's evp and Chief Marketing Officer. "The conversation and engagement in social has been incredibly positive and continued to build in the days following the live moment." Jones says Target plans to continue leverage the ad's content leading up to Stefani's March 18th album release This is What the Truth Feels Like.
Now Interscope has a fully-paid official video in its back pocket, seen and buzzed about by tens of millions before even being posted online. "It already is successful," said an ebullient Steve Berman, vice chairman of Interscope Geffen A&M, a day after the spot aired. "The response we're getting from the fans, the awareness of the project and the song are incredible."
"The pre-orders at Target have outperformed the overall expectations of where we thought we would be by street date," says Gary Kelly, Interscope's head of revenue and digital. "And then you have a halo effect at Apple and Amazon and on Spotify. Gwen's album has been the number one pre-order on Apple all week." Hall, like everyone interviewed for this article, is similarly blown-away by the scope of the initiative and says it was "absolutely the biggest campaign I've ever been a part of and the most exciting one."
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Full here: http://www.billboard.com/articles/bu...o-target-trend
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