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Jo Dee Messina Taps Consumer Packaged Goods Agency Curiosity Advertising to Build Brand and
“My Time. Our Music.” Campaign
Jo Dee Messina Reaches Out to Curiosity to Promote Herself and Her Music
CINCINNATI, OH, August 19, 2013— Jo Dee Messina, multi-platinum country singer/songwriter with nine #1 hits to her credit, left her record label in early 2013 in order to gain more personal control of her music and her career. Jo Dee also pursued another unconventional path when she hired Curiosity Advertising (https://curiosity360.com), an advertising agency headquartered in Cincinnati, primarily known for its expertise with national consumer brands, whose clients include Procter & Gamble, Dean Foods, Fifth Third Bank, Cincinnati Insurance, Cincinnati Bell, and Disney Parks & Resorts, among others.
Without the standard financial support provided by a music record label, Jo Dee realized she needed to tap resources outside the music industry for the album to be a success. She reached out to Curiosity, who has a reputation for embracing the unconventional, as defined in the name of the agency itself. In Curiosity, Jo Dee found a partner that believed in and supported her vision of building her brand as an artist. The agency immediately began working toward making her vision a reality.
When asked to describe her experience with Curiosity, Jo Dee commented, “Curiosity has a pulse on the heartbeat of the consumer. They are a true example of hard work and, when faced with a new task like Kickstarter, they research every aspect of it until it’s fully understood. They are going to help me change the mold of my business structure after 18 years. Call me biased, but if there’s anyone I would trust to do it, it’s Curiosity.”
The first step on this innovative path was to find an alternative way to fund the recording of the album, a $100K investment. Curiosity and Jo Dee came together and decided that crowdsourcing the project through Kickstarter was an ideal solution because it would provide financial support, create hype for the album before it was even recorded and further enhance Jo Dee’s relationship with her already strong fan base by giving back, in tangible ways, to those who participate. The Kickstarter campaign launched on May 24th, 2013 with a fully developed promotion campaign to support it. The promotional campaign included:
• Appearances on live TV programs
• High-frequency social media posts (paid and unpaid)
• Brand sponsorships (Dean Foods TruMoo brand)
• Video clips in which Jo Dee personally addresses fans and potential supporters
• Consumer educational material to explain Kickstarter to fans
• Backer rewards program, with participation prizes ranging from downloads of singles and albums to private concerts and even the opportunity to be a backup singer on one of the tracks
• Exclusive content (behind the scenes) through blog posts
“Jo Dee’s amazing talent is only surpassed by her incredible intelligence and trailblazing spirit,” said Matt Fischer, President and CCO of Curiosity. “Nobody works harder than Jo Dee, and it is a pleasure to partner with her on this journey. In fact, our Curiosity team continues to be inspired every day by her unwavering energy, drive and personal strength. Jo Dee embraced the marketing strategies we recommended and executed them flawlessly. She’s as authentic as they come.”
The impact of the initiatives listed above, combined with Jo Dee’s commitment to the campaign, has yielded impressive results already:
• Raised $121,743 with 1,017 backers in only 30 days (120% of goal)
• Is the 15th-highest-funded music Kickstarter of all time (top 5% of all Kickstarter campaigns) as of project end
• Increased Facebook fans from 46,000 to 106,000 fans (130% increase) March 2013 – August 2013
• Helped to support a number of recent sold-out live concerts
The Kickstarter campaign is just one phase of the relationship. Jo Dee and Curiosity are currently hard at work promoting her forthcoming singles and album, which are set to release this fall.
Ultimately, Curiosity and Jo Dee Messina successfully executed a complex campaign that helped change the way she manages her business and her music. To learn more, visit http://new.curiosity360.com/blog/detail/jo-dee-messina-case-study.
About Curiosity Advertising:
Curiosity Advertising, Cincinnati OH, is a strategic 360o national advertising agency. As one of the fastest-growing agencies in the Midwest, Curiosity’s storytelling creative philosophy helps brands connect with consumers across traditional, interactive, social and direct channels. Curiosity’s clients include: Procter & Gamble, Cincinnati Bell Communications, Fifth Third Bank, Tire Discounters, Perfetti Van Melle, Cincinnati Insurance, Disney Parks & Resorts, Boy Scouts of America and others. More information about the agency is available at https://curiosity360.com.
About Jo Dee Messina:
Since breaking in to the music scene in 1996, the multi-platinum and award-winning country singer/songwriter JO DEE MESSINA has scored nine #1 country singles, sold over five million records, received two Grammy nominations and earned various CMA and ACM awards. Her many hits include “Heads Carolina, Tails California,” “Bye Bye,” “I’m Alright,” “Stand Beside Me,” “That’s the Way” and “Bring On the Rain” (a duet with Tim McGraw). Her self-titled 1996 debut album was certified Gold by the Recording Industry Association of America. With four huge radio hits, her second album, “I’m Alright,” was certified double platinum and she won the CMA’s Horizon Award in 1999. She was the first female country artist to score three multiple-week #1 songs from the same album. Her follow-up album, “Burn,” was certified platinum. Most recently she released a trio of EPs titled “Unmistakable,” which featured new material as well as live acoustic versions of her greatest hits.
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