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RADIO CITY MUSIC HALL

Live Nation Comedy partnered with Media Whisper to create and manage social media communities to promote a 16-date residency of a high profile comedian with no existing social media channels.

Client Goals

  • Establish social media communities for a high profile comedian, who had no official accounts prior to the residency
  • Co-brand the accounts around the Radio City Music Hall residency
  • Build awareness of the social media channels
  • Engage fans with use of original and provided content prior to events
  • Showcase live and behind-the-scenes content from the residency as the events occurred

Our Strategy

We tackled each social media channel differently throughout the campaign, by leveraging each channel’s unique strengths to maximize engagement and growth, while also ensuring that each channel was consistent in its messaging and branding. We successfully met all clients goals through a content- and community-focused strategy:

  • Posting content daily across all three social media channels
  • Focusing only on the highest-quality media coverage, press materials, and visual content
  • Employing targeted community growth and engagement tactics

FACEBOOK

EVENT-BASED, INFORMATIONAL
We utilized this platform largely for show updates and press material, to generate excitement. The official Facebook Events were the main hub to engage with fans who were “Interested” or “Going.” Photos were uploaded to highlight performers, guest appearances, and the fan experience.

INSTAGRAM

VISUAL, EXPERIENTIAL
We focused on high-quality photos and videos, to generate excitement around the events. We maximized the visual appeal of the account by posting rows and columns of photos that connect together when viewing the entire profile, creating a “landing page” optimized to turn newcomers into followers.

TWITTER

INFORMATIONAL, SHAREABLE
This community was home to quick, informational updates about shows leading up to the residency and select photos to showcase after each event. While this community had the smallest following, the engagement was extremely high due to the easily shareable nature of the content.

Our Results

In a mere 11 weeks from account creation to the final posts, the communities grew to nearly 60,000 followers and achieved an overwhelming level of engagement from fans, media, and celebrities alike.

FACEBOOK

LIKES
0 to 7,071
USERS REACHED
4,228,312
IMPRESSIONS
Organic: 1,063,656
Viral: 4,151,082
Paid: 1,382,981
Total: 6,597,719

INSTAGRAM

FOLLOWERS

0 to 49,994

LIKES RECEIVED

122,840

COMMENTS RECEIVED

2,220

TWITTER

FOLLOWERS
0 to 1,216
ORGANIC IMPRESSIONS
897,367
TOTAL ENGAGEMENTS
36,886
LINK CLICKS
4,138
FOLLOWERS
26% Female
74% Male

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