BRANDY ALBUM                                                                                                       Other Projects

Sept.-Oct. 2012

Challenge: RCA Records needed a creative way to re-introduce Brandy to her fan base and wanted a direct pipeline to the AA female audience.  

Situation Analysis: 
RCA Records had a few obstacles to overcome when promoting her album. First Brandy is an established artist re-entering into the music landscape after a prolonged absence.We wanted to reach those Urban AAW adult radio listeners18-34 that are still physical buyers. 

Solution: 
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 6 markets. 

Tactics:
• Over 150,000 consumers reached in 6 markets 
• Generated excitement through stylists handing out sampler CD’s 
• Samplers were provided to salons to put on rotation 

Results: Debuted #1 on the Billboard R&B albums charts, sold over 64,000 copies.

Brandy Album

 

Brandy Album

 

Loading...
Previous | Next
Loading...