Creating a Multi-Media Campaign
Goals:
Create multi-media campaigns for international artist, Yoshiki, by driving views and traffic to specific artist content on YouTube, generating awareness of his Carnegie Hall performance and increasing Grammy voter consideration.
Strategy:
TEC Direct Media utilized a video strategy around the tri-state area for the local broadcast premiere of Yoshiki’s PBS special featuring his sold-out live performance at Carnegie Hall using Facebook and YouTube campaigns. The campaign’s reach was later expanded to support airings in other markets.
We executed a global YouTube campaign to promote individual Yoshiki works, including Red Swan from the Japanese manga series, Attack on Titan, and Miracle with artist, Sarah Brightman. By contextually and behaviorally targeting J-rock and classical music fans, we increased video views.
Further video strategies included a campaign during the 34th Sanrio Character Ranking voting period to drive users to a live sketch video. Other video campaigns drove views of a sneak-peak video as Yoshiki was about to kick off Tokyo Fashion Week with his kimono fashion line, “Yoshikimono.”
Our print strategy would increase Grammy voter consideration by securing a two-page spread in Billboard’s Grammy Preview Issue to highlight Yoshiki’s recent works.
To increase awareness of Yoshiki’s YouTube Original series, Life of A Japanese Rockstar, we created a campaign to drive fans to view the trailer of the six-part series.
We incorporated a final local video strategy for Yoshiki’s Carnegie Hall PBS special, leading users to a new video. The campaign geo-targeted select cities across the US, corresponding to air dates in each city.
Results:
Throughout the year, the various multi-media campaigns for the international artist effectively reached audiences across the globe. The campaigns delivered millions of video views and produced strong online engagement.
