CLIENT - IN-HOUSE FOR AUDIO NETWORK
ROLE - HEAD OF GLOBAL CAMPAIGN MARKETING

Sounds of Japan

IN BRIEF

This regional music campaign was launched to promote 'Sounds of Japan,' a curated collection of authentic Japanese and Japanese-inspired music tailored for editors. The campaign aligned perfectly with key events, including the Rugby World Cup 2019 and the Olympics 2020, as well as various lifestyle and travel content produced during this time.

APPROACH

We developed a playlist-centric strategy that highlighted the collection’s core areas of expected usage for TV clients. By showcasing the music’s versatility and cultural richness, we created targeted promotional materials and communications that resonated with editors seeking high-quality soundtracks for their projects.

RESULTS

The campaign led to a significant increase in engagement metrics against benchmarks, with a 75% rise in playlist additions and a 40% increase in track plays within the first three months post-launch. Additionally, client inquiries regarding the collection saw a 50% uptick, reflecting the campaign's effectiveness in capturing interest.