Brandgagement - het opzettelijk betrekken van je klanten bij je productontwikkeling, merkbouw en/of marketing - is een proces dat jonge, nieuwe bedrijfjes al vanaf de oprichting in hun genen hebben zitten. Maar de oude garde leert snel, lezen we in het Wall Street Journal: achter ‘de Amerikaanse Esmée Denters’ Marié Digby blijkt een uitgekiende brandgagementcampagne te zitten.
“There are significant challenges in breaking new artists now, but there are also amazing opportunities,” says Ken Bunt, Hollywood Records’ senior vice president for marketing who helped devise Ms. Digby’s campaign.
Once the album was completed late last year, Ms. Digby and her label began looking for ways to gain visibility. "I was coming out of nowhere," Ms. Digby says. "I wanted to find a way to get some exposure."Gerelateerde artikelen:
That's when the idea of posting simple videos of cover songs came up. "No one's going to be searching for Marié Digby, because no one knows who she is," Mr. Bunt, the Hollywood Records senior vice president, reasoned. So she posted covers of hits by Nelly Furtado and Maroon 5, among others, so that users searching for those artists' songs would stumble on hers instead. Her version of Rihanna's "Umbrella" proved a nearly instant hit.
And as Ms. Digby's star rose, other media outlets played along.
- Marié Digby nieuwste YouTube idol?