Increase engagement across all social platforms for Zac Brown Band.
Ahead of the band's 6th LP, we developed a digital strategy focused on "smart social" content – building anticipation for the release and continuing to grow the band's presence through a highly focused fan initiative. Our 360 campaign for Father's Day around lead single "My Old Man" included a crowd-sourced fan version of the lyric video.
This proved to be the most engaging social content for the band in 2+ years (reach, impressions, engagement). We generated over 500,000 views, 6,000+ Facebook frames, and 15,000+ submissions – increasing the band's fan community an average of 15%.
PIECES OF USER-GENERATED CONTENT
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