Instagram Live Growth and Engagement Campaign

the mission.

In the first year 6 months of the pandemic, I worked with music platform LDN RBS to provide creatives with an opportunity to showcase their talent online with the aim to encourage progressiveness in a time of suppression. The goal was to provide an opportunity for participants and organisations involved to continue to grow their audience, build their network and express creativity while living in quarantine. The success of the initial series has led the platform to continue hosting The Spotlight, quarterly. 

The mission of the project was to provide inspiring entertainment and a means to express during a difficult time in society. Bearing in mind the fragility of our communities mental health during this period, the project was aimed but not limited to 14-25 year olds who are statistically most affected by the pandemic.

the work.

I was approached by the platform for project management of the series. I built a strategy alongside a logistical plan on how to best execute the project while capturing data and maximising engagement. With community uplift in mind, I ensured there were touch points throughout the strategy for quality control, enabling us to ensure participants and organisations involved were satisfied with their representation and exposure. 

FOLLOWER GROWTH: to enter the competition participants are instructed to follow the platform on social media and join the live stream. Throughout the promotional campaign influential accounts were announced to present the shows. High value cash prize and runner up prizes acted as strong incentives for aspiring artists. I ensured that retention rates were high by devising a content framework plan which included consistent, quality brand content published on LDN RBS channels, series updates, online competitions and public votes.

ENGAGEMENT: Winners of each round are voted for by the public via Instagram comments and the shows are presented by emerging talents and influencers who are required to promote the show on their social media channels in the lead up to the series starting. As mentioned above, the content framework plan encouraged user interaction and feedback. The series being free to access, hosted on a mobile phone and dictated by public vote meant that participants promoted the series to their friends and family which organically increased exposure and introduced the platform to new fans. 

COMMUNITY: Infographics were designed and published throughout each series, with updates on participants and streaming details. Graphics would also include social media handles of all participants, sponsors and presenters involved providing audience exposure for everyone involved. We tapped into influential music platforms and individual brands to join and promote the lives building networks while increasing exposure for the series. Paid advertising options were offered to sponsors and organisations involved to promote their product/service to a highly targeted demographic.