Case study

Innocomm Communications and Deezer

Founded in 2006: Deezer is a French online music streaming service. It allows users to listen to music content from record labels, as well as podcasts on various devices online or offline. As of January 2019, Deezer has 90 million licensed tracks in its library, with over 30,000 radio channels, 100 million playlists, 16 million monthly active users, and 7 million paid subscribers.

How Innocomm stepped in

Their focus areas:

Deezer is the world’s most personal audio streaming service with a unique infinite mix feature, Flow. The streaming app is available in over 180 countries across the globe. As the South African communications partner for Deezer, a big part of our goal as their local communications partner, was to increase the brand awareness and audience reach across the continent, and to do so through ongoing traditional PR and social media tactics and special campaigns.

The task:

Leading up to Africa Day, Innocomm was tasked to develop a continent wide campaign that would spark media interest and speak directly to the local music listening trends across the African continent. A big goal for this campaign was to widen the scope and reach of our audience to new territories in Africa and increase click through to Africa Day playlists and channels on the streaming platform.

The strategy:

We worked closely with the Deezer team to obtain and research the continent wide statistics of which African artists were the most streamed over a year period. Based on the results of this research, we then developed a campaign plan, theming all of our communications tactics around ‘Celebrating Africa’, to which we spoke to one golden thread - that #DeezerLovesAfrica.

Following our research we worked on an integrated campaign inclusive of content curation, media outreach and social media alignment to announce the continent’s top 20 most streamed African artists for 2020 on Deezer. We integrated the research, content and most streamed announcement to the biggest and most popular playlists in Africa on Deezer. Additionally, we highlighted a limited edition ‘Africa Unites’ playlist, curated by the Deezer team, especially for Africa Day. Part of our media engagement included securing of live on-air interviews on Channel Africa to showcase the expertise of Deezer’s local music editor for Africa. This gave Deezer the opportunity to elaborate on Deezer’s love of local African artistry and speak more about the content available for users. On social media we weaved in a week-long promotions campaign to highlight flagship African playlists and celebrate the biggest music on the continent.

Statistics:

The results of our campaign yielded 18 media clippings across key African outlets, a PR value of R700k, and a reach of +- 3.8 million readers and listeners. On social media, campaign content enjoyed a combined reach of +-400 000 with over 500 click throughs to the campaign playlist. This campaign was a successful example of maximum impact based on a simplistic, yet interesting presentation of trends relevant to the market. Through this campaign we also engaged organic influencers by tagging and mentioning featured A-list artists on social media – expanding reach for the brand even further.

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