The objective of the Warner Music campaign was to create awareness and drive Spotify streams for the song "The Joker And The Queen" by Ed Sheeran featuring Taylor Swift. In line with the song release, the KOLs were required to curate content that touched base on emotional cues - in line with the nature of the song. The target audience would be those who are interested in music, entertainment and fans of the "alternative indie" music genre.
The creative approach used for this campaign was to engage talented and creative KOLs that were able to portray the emotions of the song through their content. As this was an entertainment-based campaign, the KOLs were given creative freedom to express their personalities through dance, skits, and covers so that their followers were able to resonate with them whilst associating it to the song.
Instagram Micro Influencers & Mid-Tier TikTokers Engaged
Mixture of Instagram Stories & TikTok Videos