You have to make the rounds when a new album comes out.
However, when it came time to promote Talk That Talk last fall, Rihanna was on tour.
Universal was able to find a Rihanna substitute of sorts using her 53.8 million Facebook fans.
While Rihanna was on her tour, the challenge was to give all those fans something to do on Facebook, preferably something that promoted the new album.
Here are some striking results from the campaign.
Fans generated more than 928,000 total “stories.”
The campaign prompted 118,000 tweets a day during the launch month,
which comes out to 5,000 tweets per hour.
The effort resulted in 420 million total Facebook Wall impressions.
You may also check this article for further results and campaign details.
It is a very interesting article Sevda!
ReplyDeleteMy question is: from a ROI point of view, can we clearly associate the sell of her album to this social media tactic?
This is where we see that Social media has changed the "game" of all businesses, here is a part of this article:
"While the results may or may not prove sales success, Morrison says that’s not necessarily the point. In the social media age, artists like Rihanna are brands who are in it for the long haul."
The tactics are not only created to result to the bottom-line anymore but mostly to make sure that the brand is well-establish and popular "socially" (and hopefully results in sales).