TEC Direct Media
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Multi-Media Campaigns for International Artist

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.

Yoshiki_FBPost

Yoshiki’s Carnegie Hall Facebook Ad Promotion

Yoshiki_Billboard Mag

Full Page Ad in Billboard’s Grammy Preview Issue

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