Amazon Music
Amazon Music wanted to amplify Twitch streams of Amazon Music Live
Challenge
Amazon Music wanted to amplify Twitch streams of Amazon Music Live, a series of weekly performances from artists like Lil Durk, Green Day and Ed Sheeran.
Discord has been seen as a fertile ground for music & Amazon Music wanted to test this out for themselves given our unique solution – running brand partnerships on Discord.
Solution
Every week, we targeted different pockets of communities based on the artist playing – rap communities for Lil Durk, hispanic communities for Feid, and so on.
We also worked with communities we know perform well for more mainstream artists like Ed Sheeran and Green Day, given the wider appeal.
Formats included announcements, giveaways, channel tenancies and push notifications to drive linear tune-ins where possible, and awareness throughout the week outside of the live performance times.
Results
By employing a three-layered post strategy (awareness, reminder, action), we successfully drove community members to the livestream while also maintaining engagement with campaign throughout the week across the communities
Layering the content across different posts captures users' attention more effectively and drives higher engagement. Additionally, communities whose teams actively participate in the campaign tend to show better performance in long-term campaigns.
