Digital music distribution service Spinnup (owned by Universal Music Group) invited us to create a video marketing strategy to grow awareness of their services and to encourage independent artists and managers to sign up to their platform.
Featuring real Spinnup artists, spanning as many different genres as possible, doing what they do best, we created an inspirational, insights-based video strategy designed to effectively showcase Spinnup as a platform for talented independent artists determined to be the next big thing.
Our strategy was to tease the audience with six-second bumper ads, amplify the message with 15-second, mid-length, non-skippable ads, and drive home the message with longer, in-stream, 30-second, skippable videos to spur action. The short-form ads drove recall, while the longer versions were used to persuade; each one highlighting a key benefit of the Spinnup platform. We used a combination of these to extend the effectiveness of the campaign.
The client announced that they ‘were really happy’, stating that ‘there has been a great resonance with the audience on the content created’.