Objective:
To create a buzzworthy and engaging marketing campaign that leverages influencers, programmatic advertisements, PR, social media, and billboards in New York Time Square to promote “The Weeknd Experience” and drive awareness, engagement, and fundraising for The Equal Justice Initiative.
Target Audience:
- Existing fans of The Weeknd
- TikTok users and music enthusiasts
- Tech-savvy and young adults interested in immersive experiences
- Socially conscious individuals passionate about social justice issues
Key Messages:
- “Step into a surreal world with The Weeknd Experience, an unforgettable journey that merges music and technology like never before.”
- “Be part of the record-breaking TikTok livestream with over 2 million unique viewers and 275,000 concurrent viewers, setting a new standard in immersive entertainment.”
- “Join The Weeknd in supporting The Equal Justice Initiative and making a positive impact on racial and economic injustice in the United States.”
Campaign Elements:
- Influencer Collaborations: Engage popular TikTok influencers, music enthusiasts, and social justice advocates to create content around The Weeknd Experience. Influencers can share their excitement, create challenge videos using The Weeknd’s songs, and promote the limited-time Weeknd x TikTok capsule collection. This will generate user-generated content and increase the reach and engagement of the campaign.
- Programmatic Advertisements: Utilize programmatic advertisements across various digital platforms to reach the target audience. Display ads, video ads, and native ads can be strategically placed on TikTok, YouTube, music streaming platforms, and popular websites to create awareness and drive traffic to the livestream event and merchandise sales.
- Public Relations: Leverage PR efforts to secure media coverage and press releases about The Weeknd Experience, emphasizing its innovative nature, record-breaking viewership, and support for The Equal Justice Initiative. Highlight the unique collaboration between The Weeknd, TikTok, Wave, and XO/Republic Records. Engage music and entertainment journalists, as well as outlets focused on technology and virtual experiences.
- Social Media Engagement: Create engaging social media content on TikTok, Instagram, Twitter, and Facebook to promote The Weeknd Experience. Encourage fans to use the #TheWeekndEXP hashtag, share their excitement, and participate in challenges related to The Weeknd’s songs and the immersive XR dream world. Share behind-the-scenes footage, teasers, and exclusive content to build anticipation and foster a sense of community.
- New York Times Square Billboards: Secure prominent billboards in New York Times Square featuring captivating visuals from The Weeknd Experience. Display dynamic and immersive images, along with call-to-action messages encouraging viewers to tune in to the TikTok livestream event, engage with the hashtag, and support The Equal Justice Initiative. Use large-scale screens and LED displays to create a visually stunning presence in the heart of New York City.
- Fundraising and Social Impact: Continue fundraising efforts for The Equal Justice Initiative through the limited-time Weeknd x TikTok capsule collection. Emphasize the importance of supporting social justice causes and how fans can make a difference through their purchases. Highlight the amount raised, provide updates on the impact of the funds, and express gratitude to The Weeknd’s fans for their contribution.
Measurement and Evaluation:
Track and measure the campaign’s success using key performance indicators such as total views, concurrent viewership, engagement rate, video creations using the campaign hashtag, merchandise sales, media coverage, social media reach, and funds raised for The Equal Justice Initiative. Monitor online sentiment, brand mentions, and audience feedback to gauge the overall perception and effectiveness of the campaign.
By combining the power of influencers, programmatic advertisements, PR, social media, and billboards in New York Times Square, this marketing campaign will generate widespread excitement, engagement, and support for The Weeknd Experience while driving social impact through fundraising for The Equal Justice Initiative. The final results, my campaign gained over 3.2 Billion Views and counting.