HEY VIOLET - DIGITAL STRATEGY & CONTENT MARKETING

• We started working with Hey Violet as a new band, and immediately wanted to focus on getting their digital presence and artist propostion right online. From the start, it was hugely important for us to build a really authentic community online, with the band front and centre of socials. We worked closely with each band member (both individually and as a whole) to identify a number of authentic content strands that they were happy to talk about online, and from which we could build content pieces. This included fashion tips, music tutorials, day in the life diaries (with each band member), a cover song series, a travel series and much more in between, and we captured a huge bank of content which was consistently rolled out online to help bring each member to life. The band also consistently hosted Q&As and live chats to help bring fans into their world, and they engaged with key fan groups online. The result was growth in their social channels to over 750k+, with a heavily leant in and engaged fan based.

• In order to support our online strategy, we wanted to also put the band in front of their fans in the real world. Hey Violet embarked on two worldwide tours with the global pop band, 5 Seconds Of Summer, and as part of this, we launched a fan meet up series around each tour date. Ahead of each show, Hey Violet would play a short acoustic set outside the venue and let fans know where to meet (all locations were scouted in advance with security for safety), as well as taking photos with fans after each set. As word of mouth grew around these pop ups, we attracted more and more fans each night, and the resulting fan content was posted thousands of times across both tours, helping to drive up follower numbers and engagement. We also captured content from each pop up ourselves, which was then posted onto band socials to make the whole fanbase feel part of this series, and deepen Hey Violet’s connection with their fans.

• From the start of Hey Violet’s journey, we wanted to invest a significant amount of time and resources into their You Tube content strategy, as we knew this was a key platform for their younger fan base. We filmed band cover videos, consistent band diaries (with each band member taking the lead on a diary), tour content diaries, guitar tutorials and track by tracks, which all reached views into the tens of thousands and grew our You Tube subscribers to over 350k. Videos were intimate, personal and often filmed from the band’s own homes, so the fans really felt like they were a part of the journey. This was complimented with You Tube music video premieres around each new track release, with the band also jumping online and engaging with users across each music video release, and which meant that You Tube became one of the band’s strongest platforms in cementing the relationship with their audience base.