Rare Country’s Marketing Goals
Cox Media Group wanted to drive attention to its Rare Country Awards, the first completely digital country awards ceremony voted on by fans. The problem: as a newer country entertainment brand, Rare Country had a small following and was unsure how to drive votes from social.
Solution: Segment, Segment, Segment
Using Universal Search, Insightpool identified the top categories of influencers to engage: 1) Current @RareCountry Followers, 2) Artist-Specific Influencers, 3) General Country Fans, 4) Country fans that followed the @Rare account but not the @RareCountry account, and 5) Press- Media/Bloggers/Radio Stations. The team then created messaging geared toward each specific group. The key of the strategy was to encourage influencers to not only vote for their favorite artists, but to also campaign for them on their own accounts – true influencer marketing.
— katie (@Fisherwood_1212) December 15, 2016
— Carrie Underwood (@carrieunderwood) December 16, 2016
Insightpool’s team built 66 segments of 5,151 influencers discovered within the platform. These influencers had a cumulative social network of 55M+ people. Rare Country successfully reached its goal of solidifying its following and name as a leading brand in country news with:
957k page views
1M fan votes
“Insightpool took the Rare Country Awards to the next level by connecting our readers to the industry’s biggest names in country music, helping make it our most successful campaign to date, earning 80 million plus impressions and close to one million votes from fans across the country.”
-Scott Markle, Senior Director