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CLIENT
X FACTOR WINNER 2011
3x TOP 5 SINGLES
2x TOP 5 ALBUMS
MULTI-PLATINUM ALBUM SALES
400,000+ SINGLES SOLD
CHALLENGE
CHANGE COLOURS – NEW ALBUM 2015
How can we release this album in an exciting and non-traditional way?
How can we use social media to put the fans are the forefront of the release?
How do we connect with potential new fans without alienating existing fans?
SOLUTION
GLOBAL FIRST CAMPAIGN GIVING HIS FANS THE POWER TO PICK HISSINGLE AND KIIS1065 FIRST RADIO PLAY
WORLD FIRST!
POWER TO THE FANS!
WHY TWITTER?
• Music is the #1 most discussed topic on Twitter globally
• The live, public, and conversational nature of Twitter means you can reach a wide global audience immediately
• The most followed users on Twitter are music artists
• Twitter users are hungry for more music content
PROCESS
• Release a 2min sample of each song leading to album release day, hosted on
Reece’s Twitter and amplified across several other channels.
• Encourage fans to Re-Tweet their favourite song.
• Song with most Re-Tweets becomes the official first single.
REACH
11,793,900TOTAL
FOLLOWERS
KYLE & JACKIE O
#1 BREAKFAST SHOW
REACH = 500,000+
ADDITIONAL TO MEDIA, SONGS WERE RE-TWEETED BY
MANY CREDIBLE INFLUENCERS:
JIMMY BARNES
DIESEL
CHRIS CHENEY (THE LIVING END)
MAHALIA BARNES
PRINNIE
BONNIE ANDERSON
THE VERONICAS
REACH = 400,000+ MUSIC FANS
RESULTS
THIS CAMPAIGN WAS EXECUTED ACROSS 10 DAYS IN OCTOBER 2015.
• INCREASE FROM 142K TO 3.5M IMPRESSIONS A MONTH
• MORE THAN 8K TWEETS WITH #CHANGECOLOURSALBUM
• MORE THAN 8K @REECEMASTIN MENTIONS
• MORE THAN 10K RETWEETS
• MORE THAN 100K PROFIEL PAGE VIEWS
• MORE THAN 17K LIKES
• 96 PIECES OF MEDIA COVERAGE, INCLUDING 2 X TV INTERVIEWS, 25 RADIO INTERVIEWS, AND 67 PRINT/ONLINE ARTICLES
• REGULAR SPOTS ON KIIS 106.5
Winning single Even Angels Cry was added ATB on KIIS 1065
followed by numerous regional networks
Added to main playlist on MTV
#12 debut chart
#5 Australian album chart
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