Exploring Music as a connection point for brands had become crowded with numerous brands executing relatively similar event-based brand campaigns. The task was to activate Music in a “never-been-done-before” way, without loosing the target audience.
The Brand Idea – Hennessy & Jonathan Mannion
Jonathan Mannion is widely known for his work in celebrity portrait photography. With a career spanning 20years, Mannion has worked with the biggest names in the recording industry such as Notorious, Jay Z, Eminem, Aaliyah, Nicki Minaj, Drake, Diddy to mention a few, to create some of the most iconic visuals in pop culture. The result, in the words of DJ Quik, is that “the world sees hip-hop through [his] eyes”.
CHALLENGE
The challenge can be captured in 2 main questions:
How do we tell the Jonathan Mannion story in a locally relevant way?
How do we make photography; a primarily niche subject, mainstream, while still connecting with the core audience segments?
INSIGHTS
With a “social at the heart” strategy, we focused on creating engaging (locally relevant) story-telling type content that connects with the audience segments; leveraging specific content distribution platforms.
SOLUTION
Over 200 million hashtag impressions across Nigeria, USA, Canada, UK, South Africa, Kenya etc. With about 15 to 20million people reached during the campaign. Earned Media: Sold out immersive exhibition with lovers of hip-hop who became social curators by creating pockets of content out of passion. These were the performance metrics for the campaign.
I personally believe that the success of the Jonathan Mannion campaign was largely due to how well we executed the digital strategy. Major applauds to the Neukleos team for doing such a great work on the project