The brief
To collaborate and bolster the introduction of Meerkat Music into CTM's rewards program by translating TV launch advertisements across all customer touchpoints, optimising agency expenditures and lead times for maximum efficiency.
The context
The brief arose in response to the challenges brought on by the lockdown, impacting our loyalty model and communication strategies. We aimed to maintain brand relevance, promote high engagement, all while steering clear of an overly sales-driven approach.
Our external agency VCCP ran the event itself, where I led the internal team to coordinate and create all site, email comms, social assets and promo videos through the build up, event and post event.
Skills shown
Project & Brand Management
Graphic Design
Video Editing & Animation
Meerkat Music Branding
Branding had to sit alongside the other rewards logos and props. Animating seemed too good to miss with Aleks bobbing in time to the music and the graphic equalisers.
We also added to existing web and email modules for communicating the rewards proposition as a whole.
Act 1 - Take That
We hosted a one-off Take That gig, with Robbie Williams making a rare return to the band.
Statistics from the campaign
Act 2 - Little mix
The fans absolutely loved Take That, and engagement pre, during and post event were huge. We wanted to capitalise on that success, but with learnings from Act 1. I led the team to create all supporting assets, but with a bigger emphasis on exclusive content, more social engagement.
Exclusive customer content
We had over 100K views on exclusive content from Take That, but feedback suggested we needed better signposting. Email comms with extra emphasis on the exclusive content.
EMA Nomination
The concert again was a great success, that led to a nomination from the MTV EMA's.
Take a look at some of my other case studies…
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