Turning a single release into a social media moment
Driving fan engagement and audience growth through social-first promotion, interactive content, and data-driven campaign strategy.
Client / Company: Carrie Underwood | Sony Music Nashville
Results
- +91% overall social engagement: 44K posts about Carrie during the four-day post-launch period, up from 23K in the preceding four days.
- +358% daily Facebook Page Likes: Growth increased from 983 to 4,508 per day following the launch.
- +135% Twitter engagement: Daily retweets and mentions more than doubled.
Goals
- Build awareness and anticipation for “Smoke Break,” the lead single from Carrie Underwood’s Storyteller album.
- Encourage direct fan interaction around the single release.
- Drive conversation about the new music and upcoming album across social channels.
How I Did It
- Social campaign strategy: Supported a coordinated release plan featuring countdowns, a video teaser, the single launch, and a Facebook Q&A with Carrie.
- Interactive storytelling: Helped create opportunities for fans to connect directly with Carrie, using real-time engagement to build excitement around the release.
- Creative content: Supported social content designed to spark conversation, including a playful puppy-themed post that became the campaign’s most-engaged Facebook post.
- Campaign analysis: Tracked social buzz, audience growth, and engagement across platforms to evaluate performance and identify what resonated most with fans.