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Universal Music Group and Brands

Core disciplines: Brand Activation, Branded content, Integrated marketing

 

TERRITORY 

Global

CHALLENGE

MAKE UP FOR EVER needed to bring the brand’s music and entertainment strategy to the next level by collaborating with a global artist who embodied the brand’s core values: artistic, exuberant, professional and educational.

APPROACH

We teamed them up with Jessie J for a year-long global collaboration under the hashtag #IAMANARTIST. The campaign kicked off with the release of an original track and music video derived from Can’t Take My Eyes Off You, which set the stage for Jessie’s transformations: five different styles from Jessie's career brought together in one video. The collaboration continued on social media, at publicity events and through content influencers.

RESULTS

  • 2.3 million views of the music video for Can’t Take My Eyes Off You

  • +10.3 million views of YouTube tutorials with NikkieTutorials and PatrickStarrr

  • +436 million impressions across all platforms for the #IAMANARTIST Grammy Weekend

  • #IAMANARTIST is MUFE’s best-ever campaign

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