EMELI SANDE                                                                                                            Other Projects

June-July 2012

Challenge:
Capitol Records needed a creative way to break new artist Emeli Sande and wanted a direct pipeline to the AA female audience. 

Situation Analysis:
Capitol Records had a few obstacles to overcome when promoting her album. First Emeli is a new artist and is from the U.K. as was not known in the U.S. 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 full CD’s and branded bookmarks. This took place in the top 5 markets. 

Tactics: 
• Over 100,000 consumers reached in 5 markets • Generated excitement through stylists handing out branded bookmarks • Full CD’s were provided to salons to put on rotation 

Results: 
The campaign was successful on every level. Emeli Sande’s awareness was elevated to 75%-80% in each market. 

Emeli Sande

 

Emeli Sande

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