Objective
Lead the digital social strategy for Dolly Parton, including promotion of multiple album releases as well national and international tours.
Solution
Given Dolly Parton is beloved for both her music and her spirit, we created a strategy and media presence that focused heavily on her icon status, her long and storied career, and her positive/inspirational nature.
Results
To date, we've seen a 240% audience increase across Dolly's social channels; exponential increase in mentions; more than a 1000% spike in content virality; and an Instagram account (that we started from scratch) growing to over one million followers.
ACTIVE MEMBERS
+240%
TOTAL ENGAGEMENTS
+1000%
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