Campaign Flight
Campaign Content
BOOSTED POSTS — To begin the chatter around AURORA’s involvement in The Oscars, we boosted the performance announcement posts on Twitter and Instagram. This message was serviced to fans of The Oscars, Frozen 2, and AURORA in general to bolster awareness around her big performance.
TRUEVIEW — As a way to ensure that AURORA’s music got new eyes on it, along with personality features, we put a TrueView spend behind the “Queendom” music video. We set the video around keywords like “Oscars,” "Academy Awards,” “Frozen,” as well as lookalike audiences.
DARK POSTS — To generate awareness and add credence to AURORA as an artist, we created ads out of old celebrity co-sign tweets from Katy Perry, Shawn Mendes, and Troye Sivan. These pulled attention from Katy, Shawn, and Troye’s audience to draw them into AURORA’s direction. Out of the three, Shawn Mendes creative generated the most engagements and link clicks (28K).
SPOTIFY ADS — To further connect the dots of her role in Frozen 2 with her music, we setup Spotify Ads that called out her North Wind character in the creative. We worked with AWAL to secure a two month run of display ads to associate AURORA with Frozen 2, while focusing on her as an artist, driving fans to a playlist with her complete catalog.
SEARCH ADS — To act on the public’s curiosity, we setup search ads around the keywords “Academy Awards,” “Frozen,” “Oscars,” “who is aurora,” populating the Frozen 2 BTS video at the top of search results. This served AURORA up to new fans with a personality-focused video in association with Disney to give them something familiar, while introducing them to someone new. “Frozen 2” and “AURORA” keywords performed the best out of all search keys.
SOCIAL CURATION — To tap into the music and art community with an organic appearance, we used meme pages to spread the message of AURORA's work and credence in the industry. Music pages seeded Billie Eilish’s fandom of AURORA, which I think correlates with the Apple Music Billie Eilish: Influences playlist add. Content around Frozen 2 and past music videos were also meme'd across these pages.
SOCIAL INFLUENCERS — To keep the momentum going and hold AURORA's performance up to the light, we recruited art influencers to draw AURORA in her North Wind performance dress. This helped amplify her performance, gave light to her outfit, and added further credence and awareness around her. Alef Vernon (183K followers) generated 15K engagements from his post and hundreds of comments.
FAN PAGE OUTREACH — Building on the energy and efforts of the previous two weeks, we created memes of AURORA and reached out to fan pages for Billie Eilish, Eminem, AURORA, and cat pages. This was a free media outreach used to bolster conversations and build awareness around her in these niche parts of the internet that speak to the interests and personality of AURORA.
Campaign Results
ONLINE FOLLOWERSHIP — Data range from January 27 to February 15, 2020.
CATALOG LIFTS — Healthy catalog gains since the release of Frozen 2 (20-Nov) vs. previous period +19% avg weekly streams [Spotify, Apple, Amazon combined] +61% iTunes albums / +41% iTunes tracks. In the past 7 days, we are up an average of 9% across her catalog. “Queendom" is over- indexing at 16%, along with "Apple Tree" at 15%.
