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CASE STUDY: Bespoke podcasts build awareness for Proper Music


Provided by Trevor Dann's Company
Trevor Dann's company create weekly podcasts to build awareness of their artists new releases,tours and the Proper Music website

What was the Challenge / Background of the Campaign?

To launch their new online retail platform, the UK's biggest music distribution company, Proper asked us to produce a weekly podcast featuring interviews and live sessions with some of their top artists.

What was the Campaign Objective?

To promote greater awareness of their artists new releases, tours and the Proper Music website

What was the Solution?

A weekly podcast, featuring live sessions and interviews with such people as Ian Hunter, Paul Brady, Gretchen Peters, Seth Lakeman, Sam Lee, Broadcaster, Boo Hewardine and Mama Roisin. There were also round-table music discussions with artists, journalists and broadcasters alike.

What were the Results?

A large increase in sales via propermusic.com plus a greater awareness of who was playing where and when! Some of the artists featured were on tour from the US and the increase in gig attendance was profound.

What were the Key Learnings of this Campaign?

A well promoted, produced, presented and founded podcast can work wonders. While music is widely digested via the Internet, seriously reputable outlets can be few and far between and the Propercast sat within one of them.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsMusic lovers, Aged 20-60
25 - 34
35 - 44
45 - 54
Both
ABC1
MOBILE
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSBRANDED CONTENT / RADIO
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