Universal Music x Florence + The Machine - 2015
Universal Music Australia and [V] Music brought Florence and The Machine to Sydney for a secret harbour side performance ahead of her headline slot at Spendlour In the Grass. To promote the festivals live stream they wanted influencers to attend the secret gig and spread the word. They came to Made in Katana to make this happen and the project was given to me. Without a budget, and much time I had to make this happen
PROJECT
[V] Hits and Universal Music Australia brought Florence + The Machine to Sydney harbour for a secret show prior to her headlining performance at Splendour in the Grass festival. To drive awareness around the gig, encouraging fans to watch the show on TV and supporting the larger SITG festival campaign Universal Music came to us to source a small number of influencers to attend the show and use their social media channels to increase awareness.
OBJECTIVES
- Onboard at least 2 influencers to attend the show in Sydney harbour
- Drive conversation and engagement online around the event
- Amplify the event hashtag #HBHBHBSYD
STRATEGY
- We were required to onboard influencers and send them to this gig unpaid, with access to the show being the exchange for their time and support.
- I reached out to music and fashion bloggers based in Sydney with a style and audience similar to Florence
- Reached out to influencers from other Australian cities who would be travelling to SITG and possibly passing through Sydney
RESULTS
- I encourage 5 influencers to attend the show with a combined following of 1.5 million
- Fashion brand tigermist owners Stevie and Alana Pallister posted from their own social media channels as well as the main fashion brand instagram handle
- Australia's Next Top Model finalist Lauren Ericson attended and posted 3 times during and after the event supporting the TV airing, her posts received 15K+ likes.
- Of the 35K engagements received on the hashtag alone, 25K came from our influencers
