Social Media Campaign Case Study

🎙️ Amplifying Emerging Talent Through Community-Driven Podcasting and Cross-Channel Storytelling

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📣 Objective:

To showcase emerging music talent and industry insight through a high-impact, community-driven podcast series at Digilogue Days NYC 2023. The goal was to position Gi Major as a multi-media journalist and tastemaker while fostering cross-channel audience engagement. The campaign focused on building community connection through authentic storytelling, leveraging collaborative content with The Digilogue (30.9K IG followers), 24/7 Artists (15.3K IG followers), and each featured artist.

📺 Watch Full-Length Podcast Interviews:

https://www.youtube.com/playlist?list=PLmBJgOhwnMqQxOHdt_da70kX76n5IJZaj

📊 Data-Informed Creative Strategy

The content concept was driven by audience insight and platform-specific performance trends. Reels were prioritized based on Instagram's algorithmic preference for short-form video and high-performing engagement metrics seen in previous MAJORMOOD campaigns. Audience engagement data from earlier campaigns helped us identify ideal post times, visual hook techniques, and the storytelling formats most likely to spark shares, saves, and comments.

We also tracked artist-specific engagement trends to select who to feature first, leading with high-performing personalities like Two32 and Cedric Brazle to build momentum early in the rollout. Paid promotion was tested on the top-performing asset to benchmark organic vs. paid reach.

🚀 1️⃣ Multi-Phase Content Strategy for Maximum Engagement

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Phase 1: Pre-Event Planning & Collaboration

Strategic Partnerships:
- Partnered with The Digilogue and 24/7 Artists to secure media hub access during Digilogue Days, leveraging a combined reach of over 49K followers.
- Established collaborative content agreements with each featured artist, ensuring they co-promoted reels and full interviews across their own social platforms.
- Created a comprehensive content calendar that was shared with all artists and collaborators to align on release dates and cross-promotion strategies.
Content Strategy:
- Conceptualized MAJORMOOD Podcast: Digilogue Edition, focusing on authentic storytelling and performance moments (”Set The Mood”).
- Developed a marketing deck to share with artists and managers, showcasing the vision, interview opportunity, and brand alignment.
- Included an Artist Submission Typeform within the deck to streamline sign-ups and data collection.
- Organized exclusive YouTube Premiere Watch Parties, creating an interactive experience where audiences could engage live with content.

🗓️ Phase 2: Event Execution & Content Capture

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Live Interviews & Performances:
- Hosted 7 artist interviews at the Artist Media Hub, each lasting 10-15 minutes.
- Key segment: "Set The Mood", where artists were encouraged to perform or drop a gem of knowledge.
- Maintained a dynamic, engaging atmosphere that balanced authenticity with professional production quality.
Content Capture & Production:
- Filmed with 4K video cameras and professional audio setup to maintain high-quality visual and sound production.
- Captured behind-the-scenes (BTS) footage to humanize the experience and create additional content layers.