2020 Music Challenge: Analog Dreams
Fly back to 80's
Campaign Overview
2020 NI Analog Dreams Music Challenge was a marketing initiative launched by Native Instruments’ China market team during the COVID-19 pandemic in 2020. Its primary purpose was to foster online music sharing and collaboration among local Chinese musicians in a time when physical interactions were limited.
We invited 30 renowned local musicians to craft music videos using Native Instruments’ Analog Dreams VST. Their compositions were then shared on their social media profiles, accompanied by a challenge to fellow musicians. Successfully accepting the challenge came with rewards – each musician earned three software serial numbers, courtesy of Native Instruments. These serial numbers could be passed on to friends, kindling a musical relay.
This campaign has also been a game-changer in promoting the use of legitimate software within the Chinese artistic community. Our strategy expertly harnessed the talents of our artists and captured widespread attention with its precision marketing. A pivotal element of this initiative was the distribution of authentic product serial numbers, showcased through a professionally produced video that detailed the software activation process. This approach subtly initiated a meaningful dialogue among Chinese artists about the value and importance of using genuine software. By doing so, the campaign skillfully shifted the conversation from the prevalence of pirated software to the adoption of licensed versions.
Despite starting with a zero budget, the campaign swiftly reaped remarkable outcomes. Over 200 music videos flooded in, and the brand garnered an impressive digital exposure of nearly 3 million impressions.
My Contribution
Alongside establishing challenge guidelines, I took charge of diverse social media responsibilities, from crafting compelling narratives to shaping the campaign’s visual identity. Additionally, I fostered an engaging virtual community among artists, nurturing dialogue and mutual support within the collective.
Campaign Objectives
The campaign aimed to:
- Encourage local musicians to create and share music online.
- Promote Native Instruments’ VST, Analog Dreams.
- Facilitate engagement and interaction within the music community.
Target Audience
The campaign targeted:
- Local musicians in China.
- Music enthusiasts and hobbyists.
- Social media users interested in music production.
Key Message
“Unite through music, even in times of separation.”
Channels and Tactics
The campaign utilized:
-
- Influencer Partnerships: Collaborated with 30 local musicians to create and share music using Analog Dreams.
- Social Media: Leveraged platforms like Bilibili, Wechat, and Weibo for widespread visibility.
- User-Generated Content: Empowered musicians to spark a chain reaction of creativity.
- Influencer Partnerships: Collaborated with 30 local musicians to create and share music using Analog Dreams.
Creative Elements
The campaign featured:
- Showcasing musicians using Analog Dreams.
- Captivating slogans emphasizing creativity and connection.
- Coherent branding consistent with Native Instruments’ identity.
Budget
A visionary start with minimal expenses, emphasizing organic reach and authenticity.
Metrics and Success Indicators
- Over 200 music video submissions—a testament to the campaign’s resonance.
- Nearly 3 million brand impressions, showcasing an engaged digital audience.
- Vibrant social media engagement and interaction rates.