Brief: Self-proclaimed “worlds most badass cartune rockr girl band“, Peter Bernard’s Those American Girls, and internationally-renowned rock photographer, Nick Elliott, were each looking to create awareness in the UK and USA respectively.
Solution: With both working in the music industry, a collaborative social media project was recommended to capitalise on the fan base of each party and increase territorial reach.
A variety of social media channels were chosen: Twitter, Facebook, Flickr, Instagram, Pinterest and Audioboom, as well as each client’s website and news rooms.
Results: Those American Girls wrote a Nick Elliott-inspired song; That’s A Bit Of Giggle, and a fictitious trip to the UK for The Girls to interview Nick for their radio show was invented. Montages of The Girls with Nick and some of his images, were created and promoted prior to the airing of the interview. Further images were also created to show The Girls at Nick’s Size Matters exhibition post interview.
The campaign ran for two months and created an incredible amount of interaction. In just the first week it generated 244 mentions, 3.96m mention reach and 277 retweets on Twitter alone.