CLIENT

X FACTOR WINNER 2011

3x TOP 5 SINGLES

2x TOP 5 ALBUMS

MULTI-PLATINUM ALBUM SALES

400,000+ SINGLES SOLD

CHALLENGE

CHANGE COLOURS – NEW ALBUM 2015

How can we release this album in an exciting and non-traditional way?

How can we use social media to put the fans are the forefront of the release?

How do we connect with potential new fans without alienating existing fans?

SOLUTION

GLOBAL FIRST CAMPAIGN GIVING HIS FANS THE POWER TO PICK HISSINGLE AND KIIS1065 FIRST RADIO PLAY

WORLD FIRST!

POWER TO THE FANS!

WHY TWITTER?

• Music  is  the  #1  most  discussed  topic  on  Twitter  globally

• The  live,  public,  and  conversational  nature  of  Twitter  means  you  can  reach  a  wide  global  audience  immediately

• The  most  followed  users  on  Twitter  are  music  artists

• Twitter  users  are  hungry  for  more  music  content

PROCESS

• Release a 2min sample of each song leading to album release day, hosted on

Reece’s Twitter and amplified across several other channels.

• Encourage fans to Re-Tweet their favourite song.

• Song with most Re-Tweets becomes the official first single.

REACH

11,793,900TOTAL

FOLLOWERS

KYLE & JACKIE O

#1 BREAKFAST SHOW

REACH = 500,000+

ADDITIONAL TO MEDIA, SONGS WERE RE-TWEETED BY

MANY CREDIBLE INFLUENCERS:

JIMMY BARNES

DIESEL

CHRIS CHENEY (THE LIVING END)

MAHALIA BARNES

PRINNIE

BONNIE ANDERSON

THE VERONICAS

REACH = 400,000+ MUSIC FANS

RESULTS

THIS CAMPAIGN WAS EXECUTED ACROSS 10 DAYS IN OCTOBER 2015.

• INCREASE FROM 142K TO 3.5M IMPRESSIONS A MONTH

• MORE THAN 8K TWEETS WITH #CHANGECOLOURSALBUM

• MORE THAN 8K @REECEMASTIN MENTIONS

• MORE THAN 10K RETWEETS

• MORE THAN 100K PROFIEL PAGE VIEWS

• MORE THAN 17K LIKES

• 96 PIECES OF MEDIA COVERAGE, INCLUDING 2 X TV INTERVIEWS, 25 RADIO INTERVIEWS, AND 67 PRINT/ONLINE ARTICLES

• REGULAR SPOTS ON KIIS 106.5

Winning single Even Angels Cry was added ATB on KIIS 1065

followed by numerous regional networks

Added to main playlist on MTV

#12 debut chart

#5 Australian album chart