Case Study: Electric Empire

Case Study: How we gained 5137 Twitter fans and created worldwide buzz
for Electric Empire in 120 days

This case study will explore the impact that Jaden Social had on Electric Empire’s online presence and album sales from November ’11 to March ’12.

The Objective:

As a fairly new entrant into the Australian soul music scene, Electric Empire was looking to grow their brand significantly; not just in their home country, but also in the UK, Japan, and the United States – to coincide with their respective tours.

Their target audience comprises primarily of funk, soul and jazz fanatics, musicians, and general music appreciators from all walks of life.

Our primary objective for the period November to March was to grow Electric Empire’s fanbase significantly from 978 followers, create International awareness for the band, drive traffic to their blog, and stimulate online album sales.

The Strategy:

As an unsigned independent band, Electric Empire has self-funded virtually every aspect of their music so far. This meant the budget available for promotion was minimal.

For this reason, we made the decision to focus our promotional activities for this period on Twitter – currently the most cost-effective platform for online music marketing.

By conducting in-depth market research into similar artists with the largest and most active online soul music fanbases on Twitter, we compiled a large list of prime promotion targets.

Next, we set out to gather up all of Electric Empire’s online content (videos, music, pictures, articles, PR etc) and organized this into a Content Calendar – complete with fully drafted tweets and a delivery schedule.

The Results:

Kicking off the campaign on November 1^st 2011, we began implementing our fan targeting and promotional activities daily (approximately 20 hours per week) for the entire duration of this 4 month campaign.

Here is what we achieved for the band in 120 days:

• Grew the Twitter fanbase by 625% from 978 to 6115 –
  a total of 5137 new followers at 43 per day
• Ended the final month of the campaign with
  an acquisition cost of 28 cents per fan

• Received 774 Retweets at 6.5 per day
• Received 1376 @Mentions at 11.5 per day
• Generated 2504 clicks at 21 per day

• Generated 442 clicks through to the album on iTunes – a rate of 111 hits per month (a potential income of over $5000)
• Generated over 450 hits to the Triple J Unearthed site, which helped take the band all the way to 1^st Place on the Roots Chart in November