Celebrating Prince’s life with an unreleased track

The death of a public figure or celebrity can leave people in mourning. It may seem odd to grieve the loss of someone you probably didn’t know personally, but it’s about grieving the loss of a feeling of connectedness. In the case of Prince, it’s about the impact his melodies made on people’s lives and the bonds that formed among his fans because of what his music represented. To honor the legend, Warner Bros. Records released the “4Ever” record, a compilation of Prince’s greatest hits plus a previously unreleased track. The next step was to inform his fans of this magical opportunity to celebrate the star.

Activating the digital ecosystem

A sophisticated, integrated approach generated awareness and drove sales of the “4Ever” album. This effort employed advanced digital media targeting, paid search and social advertising to drive traffic to a designated landing page where potential customers can purchase the music. Some of the creative assets developed for the campaign included Facebook Canvas and Carousel ads, paid search placements, pre-roll spots on YouTube, display ads, and more.

With the help of Ciceron, we didn’t just market a product. Ultimately, we cultivated a communication channel around various platforms for Prince fans, young and old, to come together. The best strategy for us was leveraging the expertise of an agency like Ciceron to make our campaign as successful as possible.

— Jesse Coolbroth Vice President of Fan Engagement Warner Bros. Records
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