In order for the WeAreUs message to resonate with our demographic, we focused on the power of music to engage customers, working with credible artists who represent our core values and position boohoo as a lifestyle brand. As the most Shazamed brand in the UK, it was a natural choice to engrain this in our above- the-line strategy as well as employ music in experiential activity from industry talks to ‘roaming reporters’ at festivals like
Lovebox and Somersault.
"Music is a passion point for our audience..."
For the first of our summer campaigns ‘WeAreFree’, we wanted to integrate music at the very heart. Looking for an emerging artist who embodied a carefree spirit, we partnered with Rae Morris who featured within the TV commercial and campaign creative.
The partnership included:
- Social media takeovers – Instagram and Snapchat
- Exclusive content for Stylefix, landing page, emails and YouTube including an interview with top vlogger Leanne Lim Walker
- Q&A Twitter hour on the @boohoo account
- Press interview picked up by Company magazine the week of launch
- Discussion panel at The Great Escape Festival on ‘Better Brand Partnerships’ with Machine Management and Warner Publishing (attending by press, influencers and industry experts)
The ad featured in the Shazam Top 10 as well as Music Week’s ‘Sync Deal of the Week’ (15 May issue)
Sync & Content: Lion Babe
We secured ‘Impossible’ by Lion Babe for our WeAreHot ad, three weeks before the official release date. Working closely with their management team, we interviewed the duo for Stylefix and email content, offering an exclusive free track to our customers.
To extend the relationship between music and boohoo, taking every message back to the customer, we partnered with the Shazam for the launch of our WeAreHot campaign to integrate branded content as part of the in-app experience.
Allowing us to understand our customer in more depth– from behaviour to music preferences, age, location and gender – the partnership is just one stage of our music strategy, connecting to our audience across new touchpoints.
Kodaline, Bipolar Sunshine, Ever Young: Stylefix Content
Aside from TV sync deals, we’ve also worked with upcoming musicians throughout the campaign with content seeded out across site, emails, social and YouTube.