How we created a synergistic marketing campaign

1. Our landing page’s background has the same image that
appears on the front of our album. This means that the
viewer is immediately made aware of their ability to
purchase this album as soon as they click onto our
webpage. It also means that this image is reinforced into
the consumer’s memory, increasing their likeliness to likely
to remember the product and artist.
Our website promotes our new music video which
also appears on our Youtube channel. The same
thumbnail is used in order to create synergy and
make the video easily identifiable on any platform.
The ‘Get the album’ button on our landing page links
directly to our music page. Here, the consumer has the
option to buy Layla’s latest album and may also watch
the music video for her song ‘Blue Lights’. This example
of technological convergence allowed us to create a
consistent campaign by allowing us to advertised our
different media products in one place.

2. It was also important that we created synergy in
our merchandise. For example, by using the same
font for Layla Obi’s name wherever it appeared we
created a consistent image across all platforms
ranging from the Album cover to our Mugs.
Another example of synergy within merchandise
was when we used the same image that appears
on the inner right panel of our Digipak on one of
our T-shirts. This once again enforces our Artist’s
image.

3. In order to enter our competition you had to be following all of the official
Layla Obi social media accounts. This was a way for us to encourage
consumers and build up our online following.
Website has exclusive content such as the
News page which gives the consumer details
about Layla Obi’s current affairs. This gives
viewers an incentive to visit the website in
particular. This adheres to the marketing
theory as it gives this product something that
is different to the other products in the
marketing campaign, yet still serves the same
purpose of promoting one project.
On Instagram fans had the opportunity to take to take a look at exclusive
behind the scene footage of Layla’s shoot. The outfit worn can later be
seen in the final music video, creating a consistent image.
Our Navigation bar advertises our social
media pages by displaying the icons.
These icons are linked to our other media
products such as our Instagram page.
Promoting and
building excitement
for our music video