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Hyping events

Campaign goal

Create awareness and hype around concerts and happenings

Campaign details

Warner Music collaborated with Brandheroes across a variety of events in 2016 and 2017 to create awareness and hype around concerts and happenings. For them, it was equally important to create content around the events that both reflected the moments and stored it in the digital memory, as well as, giving body and emotions to the hashtags surrounding the events.

Warner Music is a creative and artist-focused music company that houses international mega stars as Major Lazer, Ed Sheeran and Coldplay as well as upcoming artists as Zak Abel and Benjamin Rihan.

The company invited selected Brandheroes with a love for music, and their plus one, to concerts and festivals in exchange for the experience, which they documented and hashtagged.

Warner Music transformed local music lovers with influence —regular people rather than celebrities— into ambassadors for their events, and thereby leveraged the power of personal, trusted recommendations to explode their audience base and spread the word like wildfire.

The results? Increase of Warner Music’s social engagement by more than three-fold.

Location

Copenhagen

Influencers

15 local micro-influencers

Posts

29 posts in total

Followers

Total combined followers: 72.772

Reach

Total reach of all posts: 138.048

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Engagement

Total engagements: 10.682 likes and comments

Engagement rate

Average engagement rate: 9,2%

Duration

Full-service model over

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