Universal Music is a major record label seeking new ways to promote artists through social media integration and engagement. They ran a campaign on the Dutch social gaming site goSupermodel, which has over 1 million profiles of girls aged 10-16, to promote the unknown American band Jonas Brothers. The campaign asked the Jonas Brothers to introduce themselves to the site and asked girls to do the same, generating over 200,000 interactions. After the campaign, recognition and positive perceptions of the Jonas Brothers increased significantly according to polls of the target audience. The campaign demonstrated the power of leveraging existing social networks to spread awareness virally.

4. Universal Music
• Introduction
• Bart Engel
• Commercial Director Universal Music Nederland
• Universal Music
• Major record label
• Universal Music en social media advertising
• In search of integration in the social experience
• Introducing artistes (easy, fast and cheap
• Hyping artists isn’t the way to go

7. Wat is het?
• Online gaming community
• Dutch girls
• Games / forum boards
• (RPG) their own world
• Avatar
• Shopping centre
• From beginner to supermodel

8. un

9. Friends

10. Trends
online ID

12. Communication
!!!

13. Somefigures
• Target audience, woman, 10-16 years
• More than 1 million profiles
• 521.505 UV’s Q1 2008
• 250.000 UV’s each 30 days
• 80 million page views each month
• Avg. time on site 21,52 min.
• 35% market share

14. Insights target audience
insights target audience
• 680.000 girls in the Netherlands in the age of 10 till 16 years
• 14 hours online every week
• 4 out of 6 most important internet tools for the youth are
social (msn, mail, social games and network sites)
• UGE social network online
• Target group loves to create and publish stuff online
– Social identity

15. Business mode

16. Micro
Payments

17. Parents
Subscriptions

18. Advertising

19. Brand confrontation
Notlikethis!

21. Case
Introduction
Jonas Brothers
Daan Sip

22. de Jonas Brothersbefore
Who are the Jonas Brothers?
• The Jonas Brothers is an American pop rock band
• 3 brothers Kevin, Nick and Joe Jonas
• Unknown band / Sales history = 0
• Radio support
• TV series Jetix
• International a-synchronous
• Target audience active on p2p networks
• No “klemrijdertje”

23. Measuring the results
poll 1 (before campaign)
• 80% of the users never heard of the Jonas Brothers
• 20% heard of them “somewhere”
Poll 2 (before campaign)
• 4,6% of the users thought the Jonas
Brothers were cool artists
(Rihanna 39% and A. lavigne 56,5%)

24. Stragety
Strategy
• Use their HUGE social network (see next video)
• Let them spread the message

25. Concept
The Jonas Brothers made a video message for the girls of
goSupermodel in which they introduced themselves
They asked the girls of goSupermodel to
do the same

26. Campagne-elements
YouTube channel
Online place to meet&greet the Jonas Brothers

27. Campagne-elements
Two video messages of Jonas brothers
PublishedYouTube channel

28. Campagne-elements
Jonas BrothersprofileongoSupermodel.nl
more than21.480visits

29. Campagne results
74 uploaded movies
more than 137.196 views in total
?

30. Campagne results
Totall amount moments of contact between
Jonas Brothers and girls of goSupermodel:
222.806
Banner views
Leaderboard: 4.073.198
Skyscraper: 3.205.768

31. Measuring the results
Poll 1 (after campaign)
• 59% of the users told us they knew the Jonas Brothers
Very well (before 20%)
Poll 2 (after campaign)
• 10% of the users told us the
Jonas Brothers are the coolest
artists ever (before 4,6%)

32. Learnings
Learnings:
• Girls love to great stuff online (=Social status)
• Honest communication is the way to go
• YouTube and creating movies is fun, judging other movies
even more
• Target group has a UGE social network (MSN, Hyves, gSm)
• The rule, “get views on your movie”, made the campaign
viral (in a forced way)
• If a band has no reputation, it is difficult to let users invest
time in a campaign (=making a movie)

33. The Jonas Brothers NOW
Where do the Jonas brothers stand NO?
• Increase in popularity and reputation
• Members Hyves 7000 (to compare Tokio Hotel 8000)
• Target album 2: 20.000
• Album sales to date: 4000
• Upcoming release album 3 release
USA, combined with merchandise