Just a Marketing Agency took the reins in developing a dynamic go-to-market strategy for SOUNDIT, aimed at transforming the landscape of audio content consumption for Gen Zs and Millennials. The strategy primarily targeted the UK market (80%) with global expansion plans following the initial launch (20%).
Gen Zs and Millennials, representing a significant consumer base, became the focal point. These generations exhibited diverse demographics, progressive views, and immense purchasing power, all while navigating uncertain economic and political landscapes due to the COVID-19 pandemic. With their adeptness at technology adoption, commitment to brands, and constant online presence, they posed a unique challenge and opportunity.
To effectively reach this audience, our strategy hinged on a multi-channel approach, encompassing Tik-Tok, Instagram, Facebook, Email, and Direct Contact. Stage 1 of the strategy involved creating an “Influencer-Membership Only” platform, offering exclusivity and leveraging the fear of missing out (FOMO). Influencers, particularly those well-versed in audio content such as podcasters, musicians, and comedians, played a pivotal role in generating native content and driving user engagement. Agreements with influencers were tailored to their individual styles, ensuring seamless integration with SOUNDIT.
Stage 2, the “Something’s Coming” campaign, built anticipation through short teasers, influencer testimonials, and sneak peeks of the platform. The strategy culminated in a buzzworthy release video, featuring influencers and their experiences with SOUNDIT, shared across various social media platforms.
Finally, Stage 3 marked the launch to the general public, granting access to registrants from the “first-play” trial. Users were introduced to the tiered profile system, rewarding influencers for their contributions. User-generated content campaigns fostered interaction and engagement, strengthening the SOUNDIT community.
Although Just a Marketing Agency is a small agency, the strategy produced impressive results, including significant user growth and engagement statistics, positioning SOUNDIT as a game-changer in the audio content landscape.
