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Burn Energy x Loco dice presents fkd

  • Lara Bean
  • Fabiana Pacini

Techno producer/DJ and BURN energy ambassador Loco Dice came to us with his newest musical project FKD which brought the underground worlds of Techno and hiphop together with a selection on UK hiphop collaborators including Lisa Maffia, General Levy, YGG, Kasien and more.

OBJECTIVES
  • Support ambassador music project with a branded campaign
  • Drive traffic to BURN.com 
  • Support the communications team in delivering a suite of assets to media 
  • Deliver a social media campaign raising brand awareness and gaining video views of at least 1 million
STRATEGY
  • Document the project creation process, showcasing the various elements that make up a music release with short-form content pieces that would form a series suitable for Facebook, Twitter and Instagram with supporting assets catered for each platform.
  • Highlighted the collaborators across the episodes instead of focusing on the big-name ambassador, positioning the brand within the underground hip-hop scene
  • Used instagram stories to tell a story with each content piece release 
  • Facebook brand awareness campaigns and video view campaigns supported the project
  • Twitter promoted trends and First view campaigns were launched in key markets with the aim of increasing impressions and video views
RESULTS
  • The content delivered was 3 longer form pieces and as a digital team we were tasked with distributing the content and delivering results with a new approach
  • Twitter campaign delivered 22+ million impressions across the businesses top 6 markets and delivered more than 3 million views
  • Instagram served as a top traffic source for BURN.com and reached more than 2 million people.
  • Key media partners were given unlisted YouTube videos which could be embedded onto their websites, highsnobiety and mixmag both supported the project. 
  • Videos published on Facebook across EMEA and LATAM with translated subtitles and supporting brand awareness and video view campaigns. This delivered more than 4.5 million views across the series.
Photos by Trudy Barry (@trudy.jpg)
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