MICHAEL PATRICK KELLY

About the Project:

This project is ongoing and focusses on the development and execution of the digital marketing campaign for Michael Patrick Kelly. The primary goal is to strengthen fan engagement, optimize marketing channels to successfully launch new music, and increase sales of physical products.

The Process:

I work closely with the artist and their team to develop a comprehensive content strategy. This begins with creating a detailed shooting schedule for the filming days and coordinating efforts with the videographer and editor. From planning to execution, I oversaw the entire content creation process and ensure smooth collaboration across the team. I also strategize and project manage an immersive fan & e-commerce website and various fan campaigns.

Deliverables:

I deliver full content strategies, newsletter campaigns, and an immersive fan website. The latter, known as followthetraces.com, allowed fans to discover clues about the new single and solve puzzles to unlock exclusive information.

Results:

Within just one month, the fan website generated an impressive 312,165 page views, as well as the highest number of pre-saves the artist has achieved for a single to date. Additionally, we saw a 70% increase in newsletter subscribers, driven by the excitement we created through the website and the accompanying social media campaign. His TikTok following has been steadily growing from 80k to 100k since starting our work together.