Establish an industry position for Skullcandy as an authority in emerging music through the creation of an always-on evergreen content/livestreaming strategy. Demonstrate clear ROI defined by reach, engagement, and ROAS of a newly developed audience.
First Tube Media designed and operated a full-service program including artist curation and procurement, licensing, venue procurement, content production, influencer activation, media management/distribution and analytics to create a one-of-a-kind live event music series. Named "Now Feel This", the campaign aimed to target globally the Skullcandy key demo of 18-30 year old males with a passion in music and outdoor sports.
The series launched in March 2018 and was unique in that over the course of 9+ months it provided 27 exclusive livestreams of free events for fans (who went nuts!) in 6 cities across the US. The campaign was designed to create multiple access points to content for fans. In order to do that, we created pre-event, live-event and post-event programming. Through simulcast livestream cross-platform (twitter, fb, and yt live), native distribution across Skullcandy's owned and social channels and across each participating artists owned social channels (Instagram, Twitter, Facebook, Youtube) we successfully drove a total of 147,000 hours watched by 10 million fans!
Skullcandy reached it's largest audience ever with 20 million+ users that delivered almost 10M unique views across 300+ exclusive pieces of content including the 27 premium livestream's that were simulcasted across Twitter, Facebook, and Youtube. The newly engaged audience yielded a ROAS of 5:1 thus far. In addition, with a now robust premium content strategy, their reach increased on Facebook by 400% from 200k to almost 1M daily users.
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