case study #796
CLIENT: PELL
PROJECT: "QUESO" Music Video Re-Launch
SCENARIO
In a transition away from the VEVO platform, Pell was forced to re-release the official music video for his song, "Queso," across his artist platforms. The re-release occurred roughly one year from the original release date, tasking us with utilizing social media campaigns and fan engagement to drive viewership without any press support.
OBJECTIVE
Drive awareness and social engagement for Pell’s music video, “Queso,” primarily on Facebook.
APPROACH
We developed a strategic campaign to target core pell fans on facebook through fan insights and detailed data targeting. we leveraged facebook's native video platform to give "queso" a shareability advantage that other platforms were lacking. coupled with a social re-branding package, the rollout's trajectory was projected to reach beyond previous releases due to its strategic relevance and placement.
RESULTS
During a 7 day social campaign, the video became the highest-performing video on Pell's page, reaching close to 90k fans, 34,000+ engagements, and receiving over 33,000 views. Due to the detailed targeting and content messaging, the video post was able to receive a Facebook relevancy score* of 8/10. This score validated our projections, and allowed Facebook to optimize and inject the post into even more specifically targeted fan News Feeds and play queues.
PELL'S "QUESO"
PAST WORK
