ELLE VARNER                                                                                                             Other Projects

June-July 2012

Challenge:
RCA Records needed a creative way to break new artist Elle Varner 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 Elle is a new artist entering into a music landscape of high profile established artist. 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:
Elle Varner's debut album Perfectly Imperfect landed at the #2 spot on the Billboard R&B Albums chart and the #1 spot on the iTunes R&B/Soul chart.

Elle Varner

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