Research and Strategy
The first step for us was to understand and analyse the specific audience groups that the brand needed to service.
We crafted our content strategy to target three specific audiences and built avatars to help us understand and correctly capture all 3 simultaneously:
- The crypto enthusiast
- The musician/creator
- The listener
We knew video marketing would be the most powerful tool in our arsenal for two main reasons;
- Because it has the greatest ability to create an emotional connection which in turn drives user behaviour.
- Because it is the most shareable form of content, giving your media dollar an extra kick.
In a recent study (Wyzol 2021), 84% of people were convinced to buy a product or service based on the brand’s video. Additionally, video was found to be twice as shareable as any other form of content.
But in order for us to harness the power of video marketing for this brand, we first needed to create an emotional connection. That meant we had to understand our target audiences more deeply and learn what they were seeking from the Emanate brand.
Emanate’s streaming platform and user experience already engaged these three audiences and they have an active presence on the social media site Discord.
We used Discord as a place where we could pay close attention to how these audience groups were engaging and conversing with each other in an online environment. We then used that information to guide our video marketing campaigns.
The insights that we gained from that research piece were that the audiences were all about utility. It was the functionality of Emanate’s user experience that is unique to Web3 and music streaming that is of interest to them.
Promoting the app’s utility, and creating and marketing online events, as a means by which we could attract new users into this ecosystem was the central part of our social media marketing strategy for Emanate.