Integrated Social Media Campaign

Our Challenge

To continually engage young musicians and create a sustainable connection with them for future educational and marketing opportunities.

What did we do?

We created a partnership with Give A Note Foundation  to be part of our Pledge To Practice Campaign (PTP) during Music in Our Schools Month. PTP was designed to we excite people about practicing music. We offered a prize of $2,000 worth of musical products from Music & Arts. User entered by submitting a pledge of “Practice time” once a day to receive additional sweeps entries.

The Campaign site featured an overview of the campaign, a promotional video, the entry section, 14 products and offers, benefits of music education, and a section about Give a Note Foundation.

Awareness was generated through all channels-retail, institutional, partner's stakeholders and online utilizing POP displays, student flyers, email marketing and online ads.

Ran a Facebook sweepstakes in partnership with Give a Note Foundation during Music in Our Schools Month that encouraged musicians ages 13+ to make a pledge to practice every day for 2 weeks from March 18 – March 31. In celebration of Pledge to Practice, Music & Arts donated $10,000 to the Give-a-Note Foundation.

Results

The campaign reached its goal of 100,000 minutes on day 5. When Pledge to Practice ended, it successfully acquired nearly 236,000 minutes of student practice time– 236% over goal.

Added 10K new organic fans to FaceBook and their email addresses to house list for future promotional activities.