Superdry Sounds
Supporting Emerging Artists
MISSION
Our mission was to build Superdry’s credibility as a source of discovery for new global music. With a key market focus of the UK, Germany and China, we wanted to create a Summer of content and brand experiences which could be amplified digitally through owned media and PR channels.
Solution
Through ambassador selection, festival sponsorship and content creation we created a global digital music platform, enlisting seven emerging artists from key markets (Lexie Liu, Timmy Xu, Aaron Unknown, Ami Carmine, Santino Le Saint & Au/Ra). They became the faces of the 2018 campaign, replacing the traditional model strategy.
Activations at China’s Strawberry Festival, UK’s Field Day and Melt Festivalin Germany, included custom SuperdrySounds stages curated by ambassadors, a backstage lounge & gifting suite, and an influencer content program to drive amplification.
IMPACT
The program delivered 2.4 billion impressions, with a reach of 136.6M, making it Superdry’s most successful digital campaign. Our seven global brand ambassadors have developed a collective 10m Spotify listeners per month and over 500k combined social followers. As well as the digital performance, over 1,000 items were gifted to artists and influencers across the three festivals. Recently took home Gold at the FMBE Awards for most effective sponsorship activation and is shortlisted for both the Drum and UK Festival Awards.
“We’ve developed a great partnership with Vision Nine who are now a true extension of our team. The V9 team brought to life our first global music movement SuperdrySounds, which has been a global success for the brand and over delivering on all KPI’s. V9’s expertise, dedication and experience have been integral to the results, through proposing and managing our Global partnerships, music strategy, events and production.”
– KAT LOCKWOOD, SUPERDRY MARKETING MANAGER
Companies
Superdry
- Fashion and Textiles