With “Meet Jelly Roll” CMT Social team set out to evolve our editorial storytelling for social media platforms. This 'get to know' series utilizes short-form social storytelling to share the captivating journey of Jelly Roll, a 2023 breakthrough artist and CMT Music Awards winner. This campaign showcases our commitment to innovating content strategies while maintaining our role as a premier source for authentic and engaging narratives in the country music landscape.
CMT's 'Meet Jelly Roll' strategy centered on utilizing existing footage to craft a powerful visual narrative for social media. Drawing from multiple media opportunities between Jelly Roll and CMT over the past year, we seamlessly integrated Jelly Roll's CMT Music Awards acceptance speech and music from a CMT Studios performance. The result is a condensed, emotionally resonant exploration of Jelly Roll's journey, marked by lows such as time incarcerated, and highs like the transformative birth of his daughter that refocused his goals to a career in music. The poignant short-form piece captures the artist's enduring resilience, culminating in the incredible chart-topping success and industry accolades he achieved in 2023.
CMT's 'Meet Jelly Roll' achieved resounding success, resonating across platforms with 2 million views, surpassing a reach of over 4 million, and garnering more than 200K engagements.
