Thierry van Engelen| Universal Music Group

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Thierry van Engelen| Universal Music Group

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Thierry van Engelen| Universal Music Group

  1. 1. THE NEXT GENERATION OF FANS KPN THE PICKUP CASE PRESENTATION Thierry van Engelen Director New Business
  2. 2. UNIVERSAL MUSIC LIONEL RICHIE MARCO BORSATO KATY PERRY IMAGINE DRAGONS BLØF KENSINGTON TAYLOR SWIFT ELLIE GOULDING AVICII DOTAN TAKE THAT ZUCCHERO 30 SECONDS TO MARS PEARL JAM U2 GUUS MEEUWIS ROD STEWART 5 SECONDS OF SUMMER PAUL MCCARTNEY FLORENCE + THE MACHINE NICKI MINAJ GOLDEN EARRING MAROON 5 MADONNA ANDRÉ RIEU ANOUK ARIANA GRANDE RIHANNA EROS RAMAZZOTTI ROBBIE WILLIAMS LADY GAGA AFROJACK
  3. 3. ARTIST EXCLUSIVE RIGHT ON EXPLOITATION OF THE RECORDINGS STRUCTURAL INTENSIVE COLLABORATION UNIQUE RELATIONSHIP WITH ARTISTS A&R MarketingDistribution Communication Events ONE-STOP-SHOP NETWORK EXTERNAL PARTNERS BRANDS UNIVERSAL MUSIC GROUP & BRANDS
  4. 4. BRANDSFINDINGFANS
  5. 5. TURNINGCUSTOMERSOF A BRANDINTOFANS! “WHATDOYOUMEAN?” JUSTIN BIEBER
  6. 6. ENGAGEMENT EXPERIENCE EXCLUSIVITY EMOTION TOAWORLD… OF… . 4Es SOURCE: ADAPTED FROM ‘THE 4PS ARE OUT, THE 4 ES ARE IN’ – OGILVY 2009
  7. 7. ROLE MUSIC PLAYS IN LIFE ARTIST ROLES & VALUES BRAND ROLES & VALUES THEPROCESS IDENTIFY THE ROLE OF THE BRAND IN THE MUSIC SPACE FOR THE CONSUMER HOW THE CONSUMER LIKES TO INTERACTS WITH MUSIC AND ARTISTS DELIVER A CONSTANT MESSAGE NETWEEN BRAND AND ARTIST BRAND & MUSIC ARTIST & CONSUMER BRAND & ARTIST
  8. 8. INSIGHT SOURCES CONSUMPTION TRACKER ARTIST INSIGHT GLOBAL SEGMENTATION LISTENING BEHAVIOR BRAND RESEARCH
  9. 9. USE OF MUSIC KIND OF CONTENT Our segmentation is a proven intuitive framework which enables strong marketing campaigns INSIGHT
  10. 10. BRAND RESEARCH ON DOUWE BOB SHOWS THAT HE SCORES HIGH ON SUPPORT, PURITY, AND BELONGING. PEOPLE SEE HIM AS AN HONEST RELIABLE, APPROACHABLE AND NURTURING PERSON.
  11. 11. GENERATION Z THE DIGITAL GENERATION
  12. 12. GEN Z USES MUSIC TO SHAPE THEIR IDENTITY. MUSIC IS SO IMPORTANT TO GEN Z BECAUSE THEY ARE STILL FORMING THEIR IDENTITIES AND DEFINING THEIR ROLES SOCIALLY. MUSIC IS ABOUT EMOTIONS AND SHARED EXPERIENCES. MUSIC IS THEIR SOCIAL GLUE. BE PART OF THE CROWD OR STAND OUT IN THE CROWD. MUSIC CONSISTENTLY RANKS IN THE TOP 5 HOBBIES ACROSS ALL GENRES AND MARKETS. GENERATIONZ
  13. 13. THEIRMEDIAWORLD(GLOBAL) TECH AND DEVICES GAMES, TV SHOWS AND CHANNELS PLATFORMS ARTISTS INFLUENCERS
  14. 14. 1 2 3 Digital channels! Music is a big social currency for kids and adolescents, they are desperate to be the 'ones in the know’, so enable this. Speak to them about upcoming events/ releases early, make them feel important & exclusive and provide them with more in- depth content. WHAT‘STHEBESTWAYTOSPEAKTOTHEM?
  15. 15. TOPNOTCHONYOUTUBE The Top Notch YouTube-channel has 371.208 SUBSCRIBERS, it is the NUMBER #6 most viewed channel in the Netherlands with a total of 466 MIO VIEWS. TOP10LOCALMUSICVIDEOS 1. Kenny B – Parijs 2. Lil Kleine & Ronnie Flex - Drank & Drugs 3. Lil Kleine & Ronnie Flex - Zeg Dat Niet 4. Afrojack - SummerThing! Ft. Mike Taylor 5. Two Crooks & Frenna - Meisjes Blijven Meisjes 6. Cho - Misschien wel hè? 7. SFB, Ronnie F., Lil Kleine & Bokoesam - Investeren In… 8. Ronnie Flex & Mr. Polska – Niemand 9. Ronnie Flex, Jandro, Cartiez & Lijpe - Vallen In De Club 10. Kensington – War 19,5 mio views 18,9 mio views 9,5 mio views 9,0 mio views 6,6 mio views 6,2 mio views 6,0 mio views 5,9 mio views 5,3 mio views 5,0 mio views
  16. 16. STARTING POINT ‘KPN is the mobile provider that makes sure the youth is able to discover their new favorite music tracks and music videos everywhere. KPN does this by releasing new music, provide young talent a platform and let them check audio and video content on their mobile without hampering.’
  17. 17. OBJECTIVES Online objectives: Create awareness: 2 million views via YouTube Create traffic: 120.000 unique visitors to landing page on MusicState.nl. Branding objectives: Boost likeability. ‘KPN gets what relates to youngsters.’ Boost relevancy. ‘KPN is the brand that enables me to stream without limits.
  18. 18. DELIVERABLESUNIVERSAL MUSIC New version of ‘The Pickup’, aligned to KPN brand Production of 8 new episodes, higher production value Owned + bought media plan (traffic to musicstate.nl) Behind-the-scenes, photography
  19. 19. DELIVERABLESUNIVERSAL MUSIC Second season - 8 video episodes – from July to December 2015 Driver: Braz Unique combinations of hiphop artists Each episode = new track/music video Connection with Spotify 4G proof in fixed pre/postroll
  20. 20. RESULTS Total viewing time all episodes 8.249.401 MINUTES 5.729 DAYS 15,7 YEARS AGE OF AUDIENCE GENDER OF AUDIENCE
  21. 21. RESULTS Online objectives: Create awareness: 3.195.296 instead of 2.000.000 views via YouTube 160% of the objective is reached! Create traffic: 192.890 instead of 120.000 unieke bezoekers naar de landingpage op MusicState.nl. 160% of the objective is reached!
  22. 22. FRESKU/BRAZ SFB MOCROMANIAC/RQS/LIL SAINT LIJPE/D-DOUBLE/EMMS WINNE/FEIS/RAW ROETS STEPHERD/SKINTO/AKWASI/KV SEVN ALIAS/3ROBI/ADJE LEFENSMANNEN 8% 16% 16% 20% 4% 4% 24% 8% 27 ARTISTS 8 PRODUCERS 8 EPISODES 7 TEASERS 8 VIDEO EPISODES
  23. 23. 8 exclusive Spotify releases. 4x in Spotify Viral Top 50. 8 SPOTIFY RELEASES
  24. 24. YouTube Top Notch Channel Top- Notch.nl www.musicstate.nl/thepickup Facebook Twitter TopNotch&KPNownedmedia Artist social channels Radio/TV promotion Paid native advertising Teaser clips & news items Teaser clips & posts Externalmedia Free publicity on radio stations PUNA, Ballinnn’ Teaser clips & tweets E-mailings Annotations in all episodes / teasers Client database KPN Personal posts MEDIA/TRAFFIC STRATEGY
  25. 25. LEARNINGS Target group is not done with concept yet! Artistic freedom artist versus KPN’s brand value (lyrics) Native advertising (paid) is important for accomplishing objectives
  26. 26. STORYTELLING WITH CONTEXT Telling meaningful stories is the route to intimacy but you need to repeat and retell the story to create familiarity then you need to measure your efforts to determine the effects
  27. 27. QUESTIONS? WWW.UNIVERSALMUSICANDBRANDS.NL Thierry van Engelen Director New Business

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