MARKETING CAMPAIGN

Musicbed Membership –
It Starts Here

It didn’t take long for Musicbed to establish itself as a premium service for the world’s foremost brands and studios (i.e. Nike, Google, Netflix, 20th Century Fox, MTV, Lamborghini). However, over time premium prices for one-off songs kept Musicbed from breaking into daily user-generated-content platforms like YouTube. So, in September of 2018 Musicbed introduced Membership, an unlimited music licensing subscription designed specifically for YouTube Creators.

To spread the word we challenged ten of the top YouTube influencers in the filmmaking industry (totaling over 9 million followers) to create videos using one of our songs as a prompt.

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Shipping Crates

We started with one simple idea: every YouTuber needs fresh content. With this in mind, we pre-packaged everything they would need to make a video – all the way down to props and music – and shipped it directly to their doorsteps. How could they resist?

To ensure our challenge would make an appearance in their videos, we wanted to make the unboxing unforgettable. So, we built shipping crates with custom-fabricated shelves, drawers, mounts, and compartments to house every prop intentionally and beautifully. Then, we hand-painted the crates in the colors of the campaign and tagged each one with custom messages, marks, and logos.

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Instructions

Instructions

Instructions

Instructions

In every box we also included an ‘instruction manual’ that revealed the song and theme when held to the light. We intentionally made these bigger than life to bring attention to Musicbed wherever possible throughout the video.

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The Videos

Needless to say, things got a little crazy. Over the course of the campaign, our partners shot tanks, swam with sharks, raced moto-chariots and much more. It was a huge hit, and every influencer eventually signed on as an official Musicbed Ambassador.

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Ambassadors

To help create an even bigger splash with the announcement, we also debuted our Ambassador program on the same day with over 50 partners. Taking cues from the shipping crate challenge, we included a similar prompt for every Ambassador in their welcome kits with a song and some seed money to get started.

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Social Media

Social Media

Social Media

Social Media

As influencers released their videos we also served social ads to their audiences that hilighted top musicians from Musicbed and pushed traffic to our campaign landing page.

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Results

Results

Results

Results

Less than six months after Membership launched our videos reached over 1,450,000 views and are generating an average of 20,000 clicks/month on corresponding affiliate links.

Less than six months after Membership launched our videos reached over 1,450,000 views and are generating an average of 20,000 clicks/month on corresponding affiliate links.

"It’s probably the coolest package I’ve ever gotten in my life."

Matti Haapoja

"This is a big deal and we'll be using Musicbed in a lot of our videos."

Devinsupertramp

"These were literally the best props to shoot slow motion with"

Chris Hau

"What the EFF did you send us!!?"

Shonduras

"Props to Musicbed. Like, what the heck?"

Niles, Moment

Behind the Brand

Behind the Brand

Behind the Brand

Behind the Brand

Before making too many plans with the aesthetic of the campaign, we immersed ourselves in the YouTube platform to hone our intuition. And in doing so, we were confronted with this reality: YouTube is punk rock. Every YouTuber started a channel because they believed in themselves and their ideas. They may not have had access to the fanciest gear. They may not have had the education they technically need to make a feature film. But either way, they have something to say and there is nothing that can stop them from saying it.

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With this in mind, we knew we had a challenge ahead of us. How do we adapt a premium, minimal brand like Musicbed to make it relevant in a market that’s not concerned with everything looking perfect and elegant? What does reckless creativity look like for us?

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To answer this question we looked to the EBS260, a handheld inkjet printer that allows you create graphics on an internal interface and print them at-will on virtually any surface. This gave us an unpredictable yet semi-controlled grunge to play with in our designs that we knew we could leverage in both tangible and digital deliverables.

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To compliment the look of the gunned type and to reinforce the “shipping crate” spirit of our deliverables we anchored the campaign with Helvetica Neue, a typeface famous for its simplicity and functionality.

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Finally, to emphasize the announcement that Musicbed was finally available for YouTube, we used YouTube red as the primary color throughout the campaign.

Content

Art Direction
Graphic Design
Copywriting
Photography
Illustration
Video
Social Media
Digital Ads
Landing Page
HTML Emails

Credits

Creative Direction
Ryan Smith, Counsel

Art Direction
Ryan Piper

Graphic Design
Ryan Piper
Isaac Esquibel

Farrah Yoo
Maggie Simmons

Copywriting
Steven Schwartz
Photography
Mike Finn
Isaac Esquibel

Maggie Simmons

Illustration
Ryan Piper
Web Design
John Oddo


Video

Jeff Hampton
Michael Ko