Digital agency Jaden Social releases Reece Mastin Case Study

Jaden Social, the digital agency under Sydney’s Social Family Group, has released a Case Study based on its partnership with Reece Mastin,Twitter AustraliaandKIIS 1065.

The Twitter campaign to choose Mastin’s lead single from his third studio album Change Colours was a world first. In September Mastin revealed a track per day of his new album only on Twitter; he then let his fans pick his first single by choosing the song with the most re-tweets.

If you missed it on @kyleandjackieo, I am previewing #ChangeColoursAlbum on Twitter. YOU choose the 1st singlehttps://t.co/qA7WMmVNbI

— Reece Mastin (@reecemastin) September 17, 2015

The campaign received more than 10,000 re-tweets, 17,000 favourites, 100,000+ profile visits, 8,000+ mentions and over 3.5 million impressions. By the end of the campaign on October 1 Mastin released the track Even Angels Cry as the lead single and had increased his Twitter followers by 3,500.

Mastin’s team-up with KIIS FM and Twitter was facilitated by Social Family Records’ Marketingand New Business Manager, Alli Hodge. When Hodge reached out to Twitter Australia, its Head of Music and Entertainment Jennie Sager recommended bringing KIIS 1065 into the fold.

“Kylie and Jackie Oare genuine fans of Reece,” says Social Family Group’s CEO Jake Challenor. “So that made the collaboration even more meaningful. Everybody involved, including DB (Derek Bargwanna) and Brad (Hulme) at KIIS, really took to the idea and ran with it. It was very much a partnership from the get go.”

The campaign was so successful, that KIIS 1065 added the single ATB (across the board) and gaveMastin his own regular segment on the Kyle & Jackie O Show.

Mastin, who left his major label Sony Music last year to sign with Social Family Records, has an incredibly high engagement rate on Twitter. In fact, as Twitter’s Jennie Sager tells TMN, Mastin’s engagement on Twitter is on par with some of music’s biggest names.

“This is because he Tweets rich, high quality content, and interacts regularly with his fans,” says Sager.“Reece is a great example of someone who uses Twitter to connect with fans while giving them a unique experience only available to them via Twitter.”

Music is the #1 most discussed topic on Twitter, and incredibly, the most popular Australians on Twitter are music artists. Gold Coast-born, LA-based independent artist Cody Simpson is the most-followed Australian on the platform with 7.7 million followers.

“Popularity on Twitter is not just about how many followers you have, but about the content you Tweet and the engagement you drive,” Sager tells TMN. “The most successful artists on Twitter are authentic and active, and they have a dedicated fan base that drives high engagement.”

Similarly to Simpson, Mastin spent years at a major label and enjoyed big budget single campaigns. During his time with Sony, Mastin achieved two#1 ARIA singles and two #1 albums; so when he inked a label deal with Social Family last February, the team were quick to conceptualise a campaign targeted at his media champions and superfans.

“Of course the brief meant we also had to think outside the box and within indie label budgets,” says Jake Challenor. “As it turned out, the idea of fans choosing the single via Twitter had not been done before, it was a world-first for them, so Jennie and the team at Twitter were onboard and instrumental to the activation’s success.”

Mastin received traction across NewsCorp, APN Regional Network and Ninemsn. He made appearances on The Today Show, The Morning Show and The Daily Edition. In total 96 pieces of media coverage were achieved throughout the album campaign. His album Change Colours subsequently debuted at #12 on the ARIA Albums Chart.

Naturally, the platform received the most traction at its birthplace, Twitter. The campaign allowed his fans to not only interact with each other, but gave them the unique ability to have their opinions of his LP contribute to its release and marketing.

“Music fans come to Twitter to discover new music, interact with their favourite artists, and share their opinions on music,” says Sager. “[…] I never had a doubt about the success of this activation on Twitter.”

Reece Mastin’s Case Study is the first of many to be outlined by Jaden Social. The agency launched its new websitetoday, highlighting its deluge of partners, including Liberation, Universal and Chugg Music, as well as the artists for which it has run campaigns, which include Human Nature, Jimmy Barnes, Tigerlily, Empire of the Sun and Sheppard.