ALEX BOYD                                                                                                                Other Projects

Oct-Nov. 2012
Challenge: RCA Records needed a creative way to introduce Alex Boyd's
new album to his fan base and wanted a direct pipeline to the AA female
audience.

Situation Analysis:
RCA Records wanted to reach those Urban AAW adult
radio listeners 22-34 that are still physical buyersSolution: WPE developed an urban salon campaign that taps into the

lifestyle and culture of the African-American female audience. WPE
utilized salon ambassadors to prominently display one sheet posters and
distribute sampler CD’s. This took place in the top 5 markets.

Tactics:
• Over 200,000 consumers reached in 5 markets
• Generated excitement through stylists handing out sampler CD’s and

bookmarks
• Samplers were provided to salons to put on rotation
Results: Over 200,000 consumers were reached with this campaign

Alex Boyd

 

Alex Boyd

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