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D2C DIGITAL MARKETING CAMPAIGN STRATEGY

BRUNO MARS
Total Email List Size: 149,329

SOCIAL:
Twitter 16,732,293 Followers Facebook 38,976,346 Likes

GOALS
Drive sales of Bruno's upcoming album Grow email list over the next 4 months Acquire new fans on Twitter and Facebook Create awareness about the upcoming album During the next few months we want to make sure there is little to no attrition on social followers,
and email subscribers

STRATEGY
Awareness: Content: Placement targeted could include, banners, pre-roll, and overlays targeted to specific sites in the Google Display Network, as well as channels on YouTube Promoted tweets, for specific campaigns and announcements Facebook social ads Search Ads using Google Text Ads, as well as Bing Text Ads Acquisition: Email-for-stream (or other instant grat) program, place on site and on social channels Twitter Lead Generation Card to help grow the email list Run search ads, specifically closer to album release Promote the email sign up landing page through Twitter and Facebook Engagement: Treat social channels differently than the email channel, if a subscriber is signed up for the email list most likely they are following the artists on social, so let's make sure we are giving them different messages through the various channels Have engaging content in all emails and make sure we use our known best practices of email, items such as: personalization, clear call-to-action items, having the message(s) come from Bruno Like genre email lists we we can market to: Alex Clare, FUN.,Gary Clark Jr., Kimbra, Fitz and the Tantrums, Atmosphere, B.o.B, Flo Rida, Wiz Khalifa, Paramore

DEMOGRAPHICS
Core Demographics 35% Males, 65% Females 45% of fans are between the age of 18-24 years old
Countries: 40% of website traffic over the past 12 months has been from the US Other top countries include: United Kingdom, Canada, Indonesia, France, and Brazil
2013 WARNER ELEKTRA ATLANTIC CORPORATION D2C MARKETING SERVICES QUESTIONS? BROOKE.BLOOMQUIST@WMG.COM

BRUNO MARS
PPC CHANNELS
Channel Placement Targeted Ads Twitter Promoted Tweets Twitter Lead Generation Facebook Social Ads Search Retargeting Total Budget $3,000.00 $2,00.00 $1,500.00 $1,00.00 $1,350.00 $2,350.00 $8,200.00 State Date* 9/23/13 9/23/13 9/16/13 9/23/13 9/23/13 12/1/13 End Date 10/24/13 9/30/13 9/26/13 10/24/13 12/2/13 1/5/14

AD FORMAT TYPES
Twitter- Lead Generation Card YouTube Overlay Ads Facebook Page Posted Ads Google - Text Ads Twitter - Promoted Tweets Bing Text Ads Pre-Roll Ad Google - Music Media Ads

SEARCH KEYWORDS
Bruno Mars Bruno Mars Songs Bruno Mars Tour Bruno Mars Album Bruno Mars Merch Unorthodox Jukebox Bruno Mars Music Bruno

2013 WARNER ELEKTRA ATLANTIC CORPORATION D2C MARKETING SERVICES QUESTIONS? BROOKE.BLOOMQUIST@WMG.COM