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SIRIUSXM
Title
Radio Row
Project type
Social Strategy, Content Planning, Measurement, Creator Management
Date
2020
CONTEXT:
Radio Row is SXM’s largest marketing campaign of the year, and is held during the week leading up to the Super Bowl. Radio Row - and the accompanying performance - are a major attraction for guests and advertisers, and a massive opportunity for subscriber growth.
MY OBJECTIVE:
Make a splash with content captured from Radio Row interviews at the Super Bowl, and optimize content within target CPE's in order to drive increased awareness and brand love.
MY STRATEGY:
Ideate and produce content around A-list talent from both on-air interviews and off-air moments, and ensure sharing and engagement of assets from talent and hosts.
RESULTS:
+ Produced 186 assets leading up to the Big Game (+372% YOY)
+ Over-delivered on engagement KPI by 523%, within target CPE
+ Engaged with over 500 fan comments
