RESIDENT ADVISOR
Content Strategy | Audio Strategy | Audience Development
Brief:
Resident Advisor - electronic music ticketing and editorial platform - needed help steering their content team through their 21st Birthday celebrations and the biggest campaign of their year.
#RA2122 saw parties and workshops in Manchester and New York, which were supported by content for relevance with a much larger audience and celebrated the theme of 21 years of club culture. It was especially important for the business to make an impact off the back of the COVID pandemic, which hit the electronic and live music industry hard with the closure of clubs and events shutting down.
In addition, Resident Advisor were between Heads of Content and wanted the new person to have a solid understanding of the company when they joined. In particular, documents ready for them to hit the ground running covering both current position of Resident Advisor content, but also what should be addressed first, simple and quick wins, plus where the greatest opportunities were.
Actions:
Created a #RA2122 campaign timeline and phased plan from tease to post-event based on input from both events and wider content teams - key objectives of ticket and book sales, as well as reach and engagement of content - and overall rollout
Managed two-person social team on how to integrate the #RA2122 campaign into their regular calendar
Worked with all content sub-teams (social, films, editorial and podcast) on elevating their existing formats and identifying new opportunities
Educated internal RA teams on how social can bring value to clients and enhance relationships and lead to preferable deals
Full audit of Resident Advisor’s existing position in content, their proposition and formats
Outcomes:
Produced two strategy documents:
Content and social strategy for the future of Resident Advisor
Podcast activation strategy to promote RA Exchange across all channels
Sold out shows and workshops across both #RA21222 weekends in Manchester and New York
A celebration of 21 years of club culture
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