nugs.net had several new artist launches planned for summer 2021. These artists covered a diverse set of genres, all outside of the Jam Band genre where we had built our base following. We needed to launch these new artists and bring them into our brand universe in a way that felt authentic and cohesive.
The Problem
The Goal
Build a summer brand campaign that could visually and thematically tie our evergreen jam-band content to new artists outside of our established audience.
We created a campaign called “No Bummer Summer” that would be built around the feelings of excitement brewing for summer 2021, the first summer season since 2020 COVID lockdowns.
I curated three months of content including fresh audio from existing artists on summer concert tours, new artist audio, and standout summer concert audio from prior years.
Our graphic designer created a suite of design assets for the campaign that included social cover photos, standalone campaign graphics, and templates that could be paired with artist photos. This creative allowed us to seamlessly integrate the new artists who, until this point, existed far outside our brand universe.
Once we had curated the content and produced the creative, we programmed the campaign across all of our owned channels including email, blog, social, and push notification.
This included 40 social posts, 10 email inclusions, 8 push notifications, and 3 blogs.
We elevated the reach of the campaign by creating additional “No Bummer Summer” artist graphics and sharing them with our partner artists, offering them something unique to share on their social accounts.
The Actions
We seamlessly introduced new artists like Joan Jett and Stone Temple Pilots without alienating our existing Jam Band audience.
We were able to highlight the new content from these artists without calling attention to the lack of additional platform content in their genre.
No Bummer Summer produced our highest engaging social post of 2021.
