Branding, Kickstarter campaign
Jo Dee Messina, multi-platinum, award-winning country singer/songwriter, broke away from her record label of 17 years in search of innovation. While grateful for the support of her previous record label, Jo Dee wanted to find a way to give herself more creative freedom in recording and at the same time build on her already robust fan base. To get guidance about how to make such a dramatic transition, Jo Dee reached out to Curiosity. We sat down together and found the innovative solution Jo Dee had been looking for since she left her label.
Traditionally, record labels focus on the distribution of albums and the creative development of an artist. Curiosity understood that Jo Dee could not simply imitate the record label promotion process and hope to have the same impact. Jo Dee was a new entity as an independent artist and her album production process had to reflect that fact. We also recognized that Jo Dee brought a lot to the table in terms of her devoted, enthusiastic fan base. After a few rounds of brainstorming sessions, the Curiosity team was convinced that Jo Dee needed to reinvent not only the way she produced albums, but also the way she promoted herself.
Curiosity determined that the most effective way to use the agency’s expertise to Jo Dee’s advantage was to do what we know best: branding strategy. Curiosity resolved to treat Jo Dee as a brand, her music as product, and her fans as consumers. And how do you get a new product off the ground when you don’t have adequate funding? Crowd sourcing. How do you bring crowd sourcing to the consumer? Launch a Kickstarter campaign with a goal of $100K to finance the recording of her new album. It was a great fit for Jo Dee because it perfectly aligned with her brand, which is characterized by her authenticity as a performer, the infectious elements of her music, and her down to earth character that allows fans to feel an instant and personal connection with her. She finally had the freedom to produce exactly what her fans wanted to hear, which deepened her relationship with them.
We created a campaign story titled “My Time. Our Music.” It was compelling, clear and consistent in all communications, including the Kickstarter page, public relations (press releases, interviews), social media, and creative content. We ensured that every public interaction was choreographed with our strategy in mind, including:
Promotion & Content Strategy
So Curiosity and Jo Dee launched the campaign and immediately set to work raising awareness and consumer (i.e. fan base) engagement with her brand through:
Jo Dee finished her campaign with some impressive numbers:
Her album is set to release early Spring 2014.