justin Bieber Manager Scooter Braun social marketing plan
"We built a campaign to drive this song to No. 1," Grant says. "Justin used social networks to tease out the launch. So did Ryan simultaneously. And the single went up on iTunes instantly, which is sometimes hard to pull off."
Universal also flicked the switch on a paid online media campaign, including display ads on sites like Vevo, YouTube and JustJared, plus targeted Facebook ads and paid search.
"We always put together campaigns for single launches, but this is a more massive one," Grant says. "Bieber fans live on Facebook and Twitter. Paid media allows us to maximize what we do there, but also spread wider to lifestyle sites."
To add even more heft to the social push, the label is also developing an "Under the Mistletoe" Facebook application. Launched Oct. 26, the app invites Beliebers to upload a side profile photo of themselves, lips puckered. It will then generate an image of them kissing their dream Christmas date -- where else? -- under the mistletoe. The app encourages girls to make the image their main profile pic on Facebook and/or Twitter and to share the experience with their friends. "It adds a whole other viral element to the campaign," Grant says.
On Oct. 21, Universal launched "12 Days of Bieber," a countdown to release date meant to "really mobilize the fan base and put them into a frenzy of anticipation," Grant says. Each day, Bieber will post a piece of content for his more than 36 million Facebook fans and 13 million Twitter followers -- like the cover of next single "The Christmas Song," or a video greeting from he and Carey.
The Mistletoe campaign then ramps up for the holidays. Throughout November and December, there are major retail, film and media partnerships in place.
***jmho agreed my alot of posters here, phoneguard couldnt relesase their videos going viral all over the internet while scooter braun and bieber management was promoting biebers album at the same time. we have to "wait our turn". alot of the social marketing that is being used with biebers management is also going to be used by phoneguard/zimmerman agency
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