Campaign strategy
Campaign domain definition
Awareness
Increase visibility in the market.
Attention
Increase engagement and connection.
Acquisition
Increase leads and sales.
Adoption
Increase retention and customer lifetime value.
Advocacy
Increase referrals and virality.
Awareness campaign
PRIORITY ONE
Awareness is the priority for this 60-day campaign. The label needs to turn separate artist release plans into a recognisable, roster-wide campaign rhythm. Zazoozoo will sequence release themes, artist spotlights and behind-the-scenes culture content so individual artists remain central while the label gains stronger recognition.
Problem: Release campaigns are planned per artist, with no shared sequencing, so label-wide momentum rarely builds around new releases.
Solution: A 60-day strategy phasing release-campaign themes, artist spotlights and behind-the-scenes stories that regional teams can localise per artist.
Objective: Build cross-artist campaign momentum, strengthen label recognition and create a scalable release framework for future campaigns.
Audience: Regional music fans who follow multiple artists, enjoy discovering new sounds and care about local scenes, venues and culture.
Tactic: Connect artist releases through roster storytelling, curated discovery content, shared cultural moments and complementary label-level promotion.
Budget: SG$9,500 for 22 production assets, plus SG$6,500 for the 60-day strategy. Production includes 10 social media posts, five 500-word blog posts, four copy or design assets, one photography session and two three-section emails. This provides at least three assets in every 10-day campaign period.
Inquiry insight: The label needs one clear identity that feels like a cultural home for artists and fans, not a collection of separate releases. Artist-first storytelling must remain central, while each campaign creates visible links across the wider roster. Regional teams need adaptable campaign structures that preserve the label’s core narrative while allowing artist- and market-specific details.
Audit insight: Individual artist campaigns limit cross-roster discovery when label channels simply duplicate artist announcements or streaming links. Release content needs a consistent flow from announcement to teaser, release day, fan reaction and behind-the-track storytelling. The label needs a shared calendar and templates to prevent artist spotlights, cultural content and release activity from competing or becoming inconsistent.
Research insight: Fans need clear discovery pathways, including roster introductions, playlists, mood-led groupings and multi-artist sessions. Cross-roster content works best when it adds context, such as shared influences, scenes, collaborations or label events. Label posts should support artists without speaking over them, using a consistent master voice while respecting each artist’s individual identity.
Channel strategy
Channel mix definition
Paid
Drive reach and acceleration through advertising spend.
Earned
Build credibility through third-party validation or media coverage.
Shared
Foster organic amplification through community and social sharing.
Owned
Strengthen consistency and authority with brand-managed assets.
Awareness campaign
PRIORITY ONE
Owned is the primary channel of the Awareness campaign. The label website, email, playlists and official social channels give fans a clear way to explore artists, releases and the regional scene. They create the label-level context that connects individual artist campaigns without replacing each artist’s own voice.
Platform: Label website, roster pages, release pages, playlist hubs, email, Instagram, TikTok, YouTube Shorts, Facebook, X and official streaming-platform profiles.
Distribution: Five blog posts, 10 official social posts, two emails, four copy or design assets, one photography asset and release campaign modules.
Cadence: One roster, release or culture feature every 10 days, one to two social posts weekly, and release-led emails in Day 21–30 and Day 51–60.
Shared is the secondary channel of the Awareness campaign. Artists, venues, festivals, music creators and fans bring releases into the wider regional scene. Their content should add personal voice, event context or fan discovery value, while label assets provide a consistent release narrative and cross-roster connection.
Platform: Artist channels, collaborator accounts, venues, festivals, regional music media, fan accounts and streaming-platform playlist partners.
Distribution: Two artist or partner cross-posts per 10-day period, including release teasers, live moments, playlist features and permissioned fan reactions.
Cadence: Coordinate activity around announcement, teaser, release-day and post-release phases, using shared calendars with artist managers and partner teams.
Earned is the tertiary channel of the Awareness campaign. Artist collaborators, local venues, festivals, media partners and fan content extend the campaign into the regional music ecosystem. Shared posts should add context for fans and highlight the label’s contribution to the scene without overshadowing artists.
Platform: Artist channels, venue and festival partners, music publications, permissioned fan content and collaborator accounts.
Distribution: One cross-artist or collaborator story in Day 31–40, supported by ongoing artist and partner cross-posting.
Cadence: Coordinate earned activity with artist managers and regional partners around release windows, events and shared cultural moments.
Paid is the tertiary channel of the Awareness campaign. If budget is available, paid distribution extends high-performing release and roster discovery content to relevant regional music audiences. It should prioritise artist discovery, playlist engagement and video views, then retarget people who interact with releases but have not explored the wider roster.
Platform: Meta ads, TikTok ads, YouTube placements and music-platform promotional tools.
Distribution: Promote one roster-discovery asset and one release-led content asset using the campaign’s existing visual and video materials.
Cadence: Begin testing after Day 21. Optimise towards video completion, playlist clicks, artist follows and streaming-platform visits.
Content strategy
Content pillars definition
Roster: Meet the artists behind the label
Content that introduces artists, their stories, shared influences and relationships within the wider label community.
Releases: Give every drop a story
Content that explains new singles, EPs, albums and videos through an ongoing release sequence, not a one-off link.
Culture: Show the world around the music
Content that captures studios, rehearsals, label events, regional scenes, collaborations and the moments connecting artists and fans.
Awareness campaign
PRIORITY ONE
This 60-day content programme sequences release themes, artist spotlights, and behind-the-scenes stories to build shared label momentum while keeping each artist locally distinctive and consistently visible.
Day 1-10
Welcome to the Label: Start Here. A 500-word introduction to the label, its artists, sounds and regional cultural identity.
Publish: Day 1. Pillar: Roster. Format: Blog post. Channel: Owned. Platform: Label website and roster hub. Style & Structure: Label identity → roster introduction → key sounds → regional scene → explore artists CTA.
Meet the Roster. A carousel introducing several artists through their sound, latest work and one simple route for fans to listen further.
Publish: Day 3. Pillar: Roster. Format: Social media post. Channel: Shared. Platform: Instagram and Facebook carousel. Style & Structure: Artist portrait → sound description → recent release → roster connection → playlist CTA.
New to the Label? Start With These Tracks. A short-form video introducing a cross-genre playlist designed to help new fans explore the roster.
Publish: Day 6. Pillar: Roster. Format: Social media post. Channel: Shared. Platform: TikTok, Instagram Reels, and YouTube Shorts. Style & Structure: Mood or theme → artist clips → playlist reveal → listen CTA.
Roster Discovery Template. A reusable label asset for artist introductions, curated playlists and future roster campaigns.
Publish: Day 9. Pillar: Roster. Format: Copy or design. Channel: Owned. Platform: Content production toolkit and website roster hub. Style & Structure: Artist name → sound → starting track → label link → listen CTA.
Day 11-20
What This Release Means to the Artist. A 500-word feature introducing a priority single, EP or album through the artist’s perspective and its place in their wider story.
Publish: Day 11. Pillar: Releases. Format: Blog post. Channel: Owned. Platform: Label release hub. Style & Structure: Artist context → release type → creative story → listening context → stream CTA.
Release Announcement: [Artist] Shares [Release Title]. A clear announcement post introducing the release, date and reason fans should pay attention.
Publish: Day 13. Pillar: Releases. Format: Social media post. Channel: Shared. Platform: Instagram, Facebook and X. Style & Structure: Artist → release title → release date → short story hook → pre-save CTA.
Behind the Track: [Release Title]. A short video featuring a studio moment, artist reflection or production detail from the priority release.
Publish: Day 16. Pillar: Releases. Format: Social media post. Channel: Shared. Platform: TikTok, Instagram Reels, and YouTube Shorts. Style & Structure: Track clip → artist or producer insight → studio visual → release date → pre-save CTA.
Release Campaign Template. A reusable design system for release announcements, teasers, release-day posts and post-release fan content.
Publish: Day 19. Pillar: Releases. Format: Copy or design. Channel: Owned. Platform: Content production toolkit and release pages. Style & Structure: Artist → title → format → date → platform links → label identity.
Day 21-30
From Teaser to Release Day: How We Tell the Story. A 500-word article explaining the label’s approach to supporting artist releases across announcement, build-up and release day.
Publish: Day 21. Pillar: Releases. Format: Blog post. Channel: Owned. Platform: Label website insights hub. Style & Structure: Release stage → artist role → label support → fan moment → follow CTA.
One Week Until [Release Title]. A countdown post using a short teaser, cover visual or lyric-free audio clip to build anticipation.
Publish: Day 23. Pillar: Releases. Format: Social media post. Channel: Shared. Platform: Instagram Reel, TikTok and X. Style & Structure: Countdown → release clip → artist visual → release date → pre-save CTA.
The Sounds Behind the Release. A carousel connecting the priority release to other artists, influences or playlists across the label.
Publish: Day 26. Pillar: Roster. Format: Social media post. Channel: Shared. Platform: Instagram carousel and Facebook. Style & Structure: Priority artist → shared influence → roster connection → playlist recommendation → listen CTA.
Your Next Listen Is Here. A three-section email introducing the priority release, related roster tracks and a clear listening path for fans.
Publish: Day 29. Pillar: Releases. Format: Email. Channel: Owned. Platform: Email marketing platform. Style & Structure: New release → artist story → related roster discovery → stream CTA.
Day 31-40
A Night With the Label. A 500-word feature on a label event, listening session, live show or collaborative moment connecting artists and regional fans.
Publish: Day 31. Pillar: Culture. Format: Blog post. Channel: Owned. Platform: Label website culture hub. Style & Structure: Event context → artists involved → regional scene → fan moment → next event CTA.
Artists in the Same Room. A carousel featuring a multi-artist studio, rehearsal, live session or event moment.
Publish: Day 34. Pillar: Culture. Format: Social media post. Channel: Earned. Platform: Instagram carousel and artist cross-posts. Style & Structure: Shared moment → artists involved → scene context → release or event link → follow CTA.
Label Culture Photography. A photography set showing artists, studios, rehearsals, events and regional music spaces across the roster.
Publish: Day 38. Pillar: Culture. Format: Photography. Channel: Owned. Platform: Website, Instagram and label asset library. Style & Structure: Artist moment → studio or venue context → group connection → regional visual cue → label identity.
Day 41-50
The Story Behind the Scene. A carousel showing how a local venue, city, festival or cultural moment connects to the label’s artists and releases.
Publish: Day 42. Pillar: Culture. Format: Social media post. Channel: Shared. Platform: Instagram carousel and Facebook. Style & Structure: Regional scene → artists involved → cultural link → upcoming moment → follow CTA.
One Label, Different Sounds. A short video showing how artists across genres fit within one shared label identity.
Publish: Day 45. Pillar: Roster. Format: Social media post. Channel: Shared. Platform: TikTok, Instagram Reels and YouTube Shorts. Style & Structure: Genre shift → artist clips → shared label connection → roster playlist → listen CTA.
Culture and Event Template. A reusable format for label events, festival appearances, listening sessions and behind-the-scenes cultural stories.
Publish: Day 49. Pillar: Culture. Format: Copy or design. Channel: Owned. Platform: Content production toolkit. Style & Structure: What → who → when → where → why it matters → event or follow CTA.
Day 51-60
What Connects This Roster. A 500-word article reflecting on the label’s sound, artist community and place in the regional music scene.
Publish: Day 51. Pillar: Roster. Format: Blog post. Channel: Owned. Platform: Label website roster hub. Style & Structure: Shared identity → artist differences → cultural connection → future releases → follow CTA.
The Last 60 Days in Music. A carousel recapping releases, artist moments, cultural events and fan discoveries from the campaign.
Publish: Day 53. Pillar: Culture. Format: Social media post. Channel: Shared. Platform: Instagram carousel, Facebook and LinkedIn. Style & Structure: Campaign highlights → artists → releases → scene moments → next release CTA.
Stay Close to the Next Release. A three-section email recapping recent music, highlighting upcoming artist activity and inviting fans to follow the label’s next campaign.
Publish: Day 56. Pillar: Releases. Format: Email. Channel: Owned. Platform: Email marketing platform. Style & Structure: Recent release recap → roster discovery → upcoming moment → follow or pre-save CTA.
Release Campaign Recap Template. A reusable summary format for future release cycles, combining artist highlights, fan response, label moments and next actions.
Publish: Day 59. Pillar: Releases. Format: Copy or design. Channel: Owned. Platform: Content production toolkit and label website. Style & Structure: Campaign theme → artist releases → culture moments → fan response → next release CTA.
