Overview
DMM worked with influencers to generate hype for Carly Rae Jepsen's new album, E-MO-TION, through unique album art on Instagram inspired by the lead singles on the album.
Carly Rae Jepsen’s E-MO-TION
Strategy
Three talented social influencers created custom artwork for 3 E-MO-TION tracks (“Warm Blood”, “Making The Most Of The Night”, “Your Type”), one piece of artwork per track. The artwork was then used by Carly Rae Jepsen to announce the new song’s release on social media (Facebook, Twitter, Instagram, and pseudo video for track on YouTube) with her 27M+ fans.
Each influencer posted twice on Instagram, once to announce their artwork/new single, and again after the album dropped.
The first round of influencer posts (pre-release) drove awareness and encouraged fans/followers to pre-order the album. The scond round of posts (post-release), also included original artwork inspired by the song, and encouraged fans/followers to purchase E-MO-TION on iTunes ‘now.’
Results
Over 289K+ were reached from influencer posts alone, with Carly Rae Jepsen adding another 27M+. Influencer posts received 10K+ engagements, which included much positive commentary on Carly Rae Jepsen’s new album. Influencers actively engaged with their fans/followers and their posts were highly creative and captivating. The custom artwork was also shared by media outlets such as; Nylon, Time, Refinery 29, Billboard, Pitchfork and many more.
Warm Blood
Had so much fun making this for @carlyraejepsen, inspired by her new single #warmblood! You can cop it on iTunes right now. 💉
Post Release
Earlier this month we collaborated with @carlyraejepsen on artwork for her single ‘Warm Blood’ from her album ‘E-MO-TION’. The album dropped on Friday, just in time for our vaca to Manzanita! There are so many great songs, but ‘Warm Blood’ is still our fave (obvi). Perfect late summer ear candy. ☀️💦👙
Making the Most of the Night
•MAKING THE MOST OF THE NIGHT•
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| I had the amazing opportunity to collaborate with the amazing @carlyraejepsen on creating a photo for her new song “Making the Most of the Night”, that just came out on iTunes TODAY! So go check it out this awesome song from such a spectacular pop artist and pre-order her “E-MO-TION” album today! |
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| model: my sister, @irresistiblyadventurous. |
Post Release
•E-MO-TION IS OUT TODAY•
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| Today’s the day! @carlyraejepsen ‘s new album #emotion has dropped TODAY! Go cop it on iTunes, I’ve listened to it: its such an amazing pop album! Hope you guys all have a hella awesome Friday! |
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Your Type
Kelsey Montague (@kelseymontagueart)
I had the amazing opportunity to collaborate with @carlyraejepsen to create this broken heart inspired by her new song #YourType. I can’t stop listening to it. Check it out on @AppleMusic today! #spon
Post Release
Kelsey Montague (@kelseymontagueart)
Sitting down to celebrate with two of my favorite things…peacocks and @carlyraejepsen latest album E-MO-TION. Congrats girl on a wonderful album, I can’t stop listening to it 💜🍷💃#timetocelebrate
289k
Reach
10k
Engagements