MTN Music Plus

Social Media Campaign

The Brief.

In November of 2015, we were approached to develop a cohesive social media marketing strategy and campaign for the MTN Music plus service. The MTN Music plus service allows MTN Nigeria subscribers to stream and download their favorite Nigerian music directly on their mobile phones.

Amplify worked closely with the MTN Music plus team to design a strategy that tapped into the love and passion for Nigerian music amongst the target audience.

Idea & Strategy.

To gain insights into the purchase decision triggers, Amplify interviewed and solicited information from the target audience, eventually leading to the creation of several ideal target buyer personas and the triggers for purchase. These insights were used to create content pillars, which were deployed across the already managed social media platforms to attract attention, engage and convert the right audience on social media. They were also used in determining the right keywords and phrases to use in an online search marketing campaign that drove high quality online traffic to the music plus web and mobile pages.

The strategy also leveraged on the #NextRated social media campaign, that sought to expose the next rated artiste and bring him/her to limelight via uploading their songs on the MusicPlus NextRated channel on the service.

Conclusion.

The objectives of our social media strategy were threefold, to create the right content to use in attracting attention, engaging with and converting the right target audience, to understand the key purchase triggers of the target audience and use this to drive traffic to the music plus website that will lead to conversions and actual subscription to the service, to leverage social media campaigns/contest using the #NextRated platform to generate significant social media buzz.

The service not only saw up to a 25% increase in subscriptions during the campaign period, but it also saw significant increase in brand lift in all key metrics areas of attitude, awareness, recall, favourability and intent.

Finally, social buzz generated in terms of mentions, organic follows of the services’ social accounts as well as conversations around the #NextRated increased by more than 60% during the campaign period.

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