Client: The Marmalade
Brief: Best known for hits such as Ob-La-Di, Ob-La-Da and Reflections Of My Mind, The Marmalade has evolved over its 40 year history into a modern rockin’ outfit and, in 2013, recorded together in the studio for the first time since 1979.
The band engaged in an ambitious project – Penultimate – that aimed to catapult The Marmalade back into the limelight and create a platform to take the band into an exciting era. It consisted of a CD, DVD, limited edition triple gatefold vinyl with 24-page picture booklet, and a limited edition coffee table book.
Solution: The project came at a crucial time for the band and This was the first time that The Marmalade had sought professional guidance since recording independently and full client management was required. Special attention to detail was necessary so management of the project was approached in three phases:
- Advice and guidance – a full analysis of the current positioning of the band was undertaken and an understanding gained of where their ambitions lay for the foreseeable future.
- Production of creative packaging – complete management of a number of agencies, providers and producers including: rock photographer, creative agency, CD/Vinyl pressing agency, and book publisher.
- Online launch – advice on social media strategy, creation of an online presence, production of compelling content, and management of fan interaction.
Results: Beautiful, creative, and high quality packaging was produced for all the required elements of the project that represented a fresh, modern feel with a few retro undertones of The Marmalade’s past. All elements of the project were delivered within time and to budget, ready for the band’s autumn tour and promotion on their merchandise stand.
The Twitter and Facebook accounts were created with avatars and biographies promoting Penultimate and content written and posted to promote the products in a timely fashion. Over the course of 6 months the following was achieved: Twitter: 1,165 followers, 723 tweets & engagement; and Facebook: 321 friends, 255 posts & engagement.
Compelling content for the social media was produced, including photos, audio, and visual content from existing material and media recorded during the production of the products, including 2 video shorts from the photographic shoot. View at: You Know What I Did Last Summer blog.