Create awareness and hype around concerts and happenings
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.
15 local micro-influencers
29 posts in total
Total combined followers: 72.772
Total reach of all posts: 138.048
Total engagements: 10.682 likes and comments
Average engagement rate: 9,2%
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