The Believe Album Launch A Truly Successful Integrated Marketing Campaign

This album launch got my attention and I began to sit back and watch to see how this powerhouse was going to launch this project. Of course like many other artists, you have your non-stop promotional campaign on various television talk shows but Justin and his team set the bar higher.

This campaign for the Believe album was a true integrated marketing campaign with multiple components. Let’s break it down. For starters, Justin used social media platforms to hype the album way before the release. Then Justin and his team had a little surprise for his fans also known the Beliebers. He was going on a concert tour performing the new album but there was a catch. This concert was FREE! The concert was titled “All Around The World” which is conveniently one of his songs on his album. This concert made stops in places like Norway, England, Mexico, and of course New York City.

But this was not the only announcement, for the fans that would not be able to make it to the free concerts NBC aired a two day special, Justin Bieber: All Around The World Tour which followed him on this major promotional tour for his album. Conveniently the special aired on June 20^th – 21^st which coincides with the album launch.

It does not stop there, Justin and his team also released a product. This like the promotional tour and two day special coinciding with the album tour. This I actually stumbled upon this week when I was at the mall. The picture below is the first thing that you see when walking into Macy’s.

Then when you walk in you see this huge poster but it does not stop there. It is like Justin is everywhere you go! The thing that got my attention is the name of the perfume, Girlfriend conveniently also coinciding with his first single from Believe “Boyfriend”.  Also, by the check out counters his album Believe was available for purchase with the fragrance. I just stood there in amazement with the smarts behind this marketing campaign. I have never seen an album launch quite like this before.

When I got home and begun researching Justin Bieber and the different aspects of this marketing campaign I was more amazed. The Girlfriend fragrance website showed the commercial contest they had set up for his fans. He wanted his Beliebers to send in videos of themselves signing their version of “Boyfriend” called of course “Girlfriend”. This commercial of course aired during the NBC special which was sponsored by Macy’s.

Is this sinking in just yet? Well just yesterday it was announced that Justin Bieber Believe album is officially this years biggest debut of 2012. The album ironically knocked off his mentor Usher from the top spot of number 1. It will be interesting to see what else this Justin Bieber team has up their selves for the summer and for the continuing growth of this empire.

-Sara 

Another Product Line For The Kardashian Empire

Recently the Kardashians made a huge announcement they will be launching their own makeup line. Of course Kim Kardashian is the main face of the empire but these ladies are only in their early thirties with a huge amount of success and show no signs of stopping. Their business ventures range from of course the reality shows, books, fragrances, jewelry line, clothing lines, stores and dozens of miscellaneous ventures all of them bearing the Kardashian name. The Kardashian empire just of last year pulled over 65 million dollars. It is no doubt that this family knows a thing or two on marketing, promotion and publicity.

Kim is infamous for using her social media accounts to promote her products and has over 6.9 million Facebook fans and over 15 million twitter followers it is no wonder that every business venture has been a success. Also she is known for charging $10,000 dollars from sponsors for every tweet that she broadcasts on Twitter and charges a few thousand dollars for guest appearances in hosting events and club appearances.

But what is the key element to this booming money making empire? Well, Kim told Success magazine  that, “Every six months my mom and I set goals and visions for what we want to achieve.. Then we write a goal that is outlandish and outside what we think is our goal range.” It is that simple, setting goals and making sure you are achieving those goals.

The Kardashians have successfully used every platform correctly by maximizing business opportunities for the entire family. It seems that everyone wants to be on reality television for their 15 minutes of fame but not this family. They have used their reality shows Keeping Up with the Kardashians, and Kim and Kourtney take New York, and Kourtney and Khole Take Miami for publicity and marketing and promotions for all of their business ventures. BRILLIANT! In my opinion they are the only family and individuals that have used this platform of reality television for their business ventures successfully and make it look so flawless.

Not to mention all of the family members have their own blog sites where fans can keep up to date with each member daily. The blog website is filled with behind the scenes look into the daily lives of the Kardashians. But don’t be fooled it is really just another platform for them to use for their business ventures. 

When filming, you can catch the Kardashian sisters in their clothing line or conveniently working at their stores. The Kardashian sisters are always drenched in their products every moment of every day especially when filming for their reality shows. Once again using this platform for their business ventures. 

“People aren’t stupid, you really have to love what you do and you really have to believe in what you’re working for, for everyone else to believe in you.” So true way to go Kim!

It will be interesting to see the launch of their makeup line but it is no doubt that this will be another successful business launch adding to the Kardashian empire. I find it really interesting that no one has caught on to this business scheme that they have created or maybe people do know but they just can't help but love the Kardashians. 

-Sara 

The New Vevo Program

It all started in the early month of May when Rihanna joined forces with VEVO to premier her new music video “Where Have You Been”. Rihanna is a mega superstar with a huge social presence, and is considered one of the top social musicians according to Billboard with a Facebook following of 57 million and over 20 million followers on Twitter. It was no surprise with a following like this that she was able to break the record with the most Vevo and YouTube views in 24 hours with over 5 million!

Unfortunately her record would be broken in only five days later. Justin Bieber joined forces with Vevo to premiere his music video “Boyfriend”.  Justin Bieber like Rihanna is always among the top social musicians with over 23 million Twitter followers and over 44 million Facebook followers. So its no surprise that he could break a 24 hour record. But he did not just break the recent record but almost doubled it with over 8 million views in 24 hours.   

A few months after the record breaking views set by Rihanna and Justin Bieber Vevo announced a partnership deal with Facebook. Vevo wants to be known as the trusted source that artists use rather than YouTube which has become a video sharing website for everyone. Vevo had another announcemnent up their sleeve, a certified program that praises artists for their millions of views. This certified program offers amazing incentives to both the artist and their fans. 

The certified program kicked off on June 12^th with Justin Bieber, who holds the record of most views overall with over 2.5 billion! The certified artist will be on featured the main page of Vevo along with extra content. There will be behind the music video clips, never before seen footage, and a special fan will be chosen to meet their idol to present them with the certified award. Which of course will be recorded and uploaded when the artist becomes certified.

I think this new platform is going to bring the importance of music videos back again. Unlike a majority of kids today I grew up on MTV, BET, VH1 back when all they had to play was music videos and music content. I miss being able to turn on the television and letting it play for hours while I worked on other things. I can't wait to see some of the extra footage behind major music videos like "No Church in The Wild".  

-Sara