CLIENT
Sweat Records
PITCH
Sweat Records is an independent music store, coffee shop, and event space located in Miami, FL. Established in 2005, it has played a vital role in instigating and promoting a renaissance of growth and activity in Miami’s cultural landscape. They wanted a Strategic Campaign to boost their social media and increase brand awareness.
ROLE
Conception
Design
Art Direction
Copywriting
TYPE OF PROJECT
Strategic Campaign
YEAR
2019
Overarching Message
'Music is an experience`
Brand Mission
Instigating and promoting a renaissance
of growth and activity in Miami’s
cultural landscape
Campaign
Concept
The campaign 'In Miami We Sweat' came from the simple notion that Sweat Records is an establishment that is proud to be located in one of the art capitals of the world, and as such it has the responsibility to be a propeller of creativity and to nourish this artistic environment for locals as well as for visitors, through music, culture, and art.
Miami is a global city, filled with different cultures, events, and people. It is imperative that a local Miami brand and record shop represents the value and the power that music has to unite everyone, no matter the background.
Sweat Records has the authority to enrich people’s experiences lived in Miami through their involvement in a community that is hungry for growth and cultural knowledge. With “In Miami We Sweat” it will keep the audience on their feet and quite literally make them sweat as there is so much going on, so much to be a part of and so much to experience with them and through them.
Target Audience - Millennial music enthusiasts and
seekers of unique experiences through music
STRATEGY
Use social media to establish Sweat Records as the authoritative voice of music in Miami.
Expand the experience outside of the store through compelling content, engaging posts, and creating conversations between the brand and the people.
Propel user generated content to drive up engagement.
Strategic alliance with local venues and event promoters.
To establish Sweat Records as the main voice of music/music events in Miami
The content will revolve around posting past, present, and future events. Promoting the artists and giving spotlight to the people who attend the events.
Implementing the hashtag #InMiamiWeSweat to propel user generated content to drive up engagement.
Target Audience - 21 to 35 year old locals and tourists looking for events to attend to in Miami.
Instagram Stories and Instagram Carrousels will be used to promote all of the music events that are taking place in Miami. This is to Expand the experience outside of the store through compelling content, engaging posts, and creating conversations between the brand and the people.
Instagram Live
The impermanence of the live videos creates a sense of urgency and even exclusivity for the content.
Manipulating the commenting features allows new viewers to understand what the conversation is about and what the purpose of the content is.
Advertise through posts the time of the live sessions to reach a vaster audience.
IGTV
Through the strategic alliance with local venues and event promoters and through the feature of IGTV each partner recieves spotlight that showcases their location, history, and past/future events, and the experience of the space when there is an event taking place.
KPIs
Increased brand mentions
Higher spot in search results - hashtags
Increase in likes/comments/shares
Position Sweat Records as a brand that is proud to be located in one of the art capitals of the world and as such implements its own artistic style through a series of artboards.
Target Audience - Female Millenials
81% of Pinterest users are actually Females, so the feed would cater to them, and the focus is on Millennials because they use Pinterest as much as Instagram.
Through photography, vector, illustration, and graphic design Sweat Records may express its creativity and is able to visually demonstrate its unique voice in the artistic world that is Miami.
Each image will have the link to the online store as well as a link to the newsletter signup form.
KPIs
Acquiring non-revenue conversions (signing up to the newsletter)
Increased website traffic
Increased brand association
To engage the viewer by live streaming the music of the new record arrivals to drive up brand awareness as well as sales (in-store and online).
According to a study done by Yougov, the people who buy vinyls nowadays are 45-54 year old men. For this reason Sweat Records will appeal to them through Facebook's feed which has a much more mature audience.
Audience: 45-54 year olds
By Livestreaming, Sweat Records has the power to expand the viewership of audiences to an unprecedented scale for useful moments such as exclusive album releases.
It is estimated that 64% of users are more likely to buy a product online after watching a video. In this case, every live stream will have a link to the website as the the call to action.
Results-
Enjoyment of video increased sales intent by 97% and brand association by 139%, completely fulfilling the strategy for this platform.
Results
The campaign "In Miami We Sweat" expanded a social and artistic environment that nurtured locals as well as visitors through one overarching message: Music is an experience.
Brand awareness increased, sales increased, and most importantly the community grew.