The Mix understood that to really get under the skin of a peer leading fan group, we needed them to really collaborate with us. As such, we developed a project whereby we would seek contributors rather than respondents and launch a co-created magazine which would be inspired by their view of the UK Hip Hop scene. We recruited 25 x influencers who worked with us online to help us understand their lives and what was important to them in life.
Once we had a good base level knowledge they then attended workshops where they helped us develop content for the public facing element of the zine. The final workshop was then a launch party for Pave zine, where we also invited Sony executives to attend and interact with our Pave contributors in a series of immersive experiences designed to help the Sony team really get under the skin of this group.
Best ever engagement scores for a consumer closeness programme at Sony Music, all the content we produced for Pave is also usable by the Sony team moving forwards to help determine the marketing strategy.
Get some fresh thinking in your inbox every few weeks.
© Copyright The Mix 2020. All Rights Reserved.