Madeleine and Myrtle Web series

@ MadeleineMyrtle on Twitter

Madeleine and Myrtle was a web series pilot in the running for Telus funding that could turn it into a full series.

CAMPAIGN GOAL: A two-month campaign to grow an engaged following and build an audience for the web series.

MY ROLE: I was hired to lead Twitter strategy, management and content creation. I assisted with Facebook occasionally. My Facebook role was limited to sharing news-focused content that I’d created for Twitter and providing updates on Facebook metrics.

THE STORY: Madeleine, like most caregivers, is selfless to a fault. Every day Madeleine comes home exhausted. She works a full time job, is a single mom to twin toddlers and she takes care of her aging father who should really have full time care of his own or be in an assisted living facility. By the time she stumbles through the door, relieves the sitter and kisses her already sleeping children and father goodnight, she is alone and exasperated with no one to talk to. No one but Myrtle, her goldfish. Once Myrtle talks back, there’s very little stopping her. She has a dabble of advice for all of Madeleine’s ailments. She states the obvious to Madeleine who is unable to see it (like any overwrought caregiver) for all the mayhem that surrounds her.

TWITTER STRATEGY:
Grow audience by targeting related communities:
- Caregivers (healthcare workers, parenting groups)
- Film communities (B.C. film, independent filmmakers, web series groups, existing fanbases for the cast and crew)
- Engaging with trending hashtags, national events with humour
- Amplifying other projects involving cast and crew to cross-promote.

RESULTS:
In a brief period of a month and a half:
- increased Twitter following 45 new followers in April 2017, 117 new followers in May 2017
- Tweet impressions up from 6,870 in April 2017 to 46,300 in May 2017.

View content calendar (PDF version)

Alex Maher Dream Final EP release campaign

@AlexMaherMusic
Instagram | Facebook | YouTube

Promotional campaign for B.C.-based musician Alex Maher’s Dream Final EP release roll-out between November 1, 2019 and March 1, 2020.

CAMPAIGN GOAL: To grow following and engagement leading up to EP release. To increase conversions, especially clicks on music video links, Spotify streams, and release party ticket sales.

MY ROLE: I created posts and coordinated social media promotion for Facebook, Instagram and YouTube.

RESULTS:
- Audience growth, increased engagement (particularly for video posts and single premieres)
- Engagement rate of 104 per cent on Facebook post promoting Dream Final music video premiere
- Instagram post promoting Dream Final music video premiere resulted in 25 website click conversions
- YouTube channel views up 164 per cent and click-through rate from impressions on YouTube increased to 4.7 per cent (a 21 per cent increase from the previous period)
- Increased YouTube subscribers by 32 during promotional period of November 2019 to February 2020 (compare to subscriber increase of 14 during period of June 2019 to September 2019)
- Grew Spotify following by 85 during campaign period (total of 304 from 219)
- Grew from average of six daily Spotify listeners to 21 (250 per cent increase).

Lessons learned:
- video content most effective way of getting engagement
- although the single had already been online for two months when the music video was released, the video reached more fans and resulted in more conversions in terms of comments, shares, and Spotify follows and streams.

INSTAGRAM

FACEBOOK

YOUTUBE

Dream Final music video
394 views first week of release (three times the views of a similar music video released in August 2019)