By Yasmin Schepis
THE CAMPAIGN
The Mancini 100 campaign carries forward Mancini’s lasting legacy through his social platforms, promoting both new and old music, recognition of his various achievements throughout his career, and more.
In celebration of 100 years of Henry Mancini, the Mancini family and team collaborated with several large artists, including Quincy Jones, Michael Bublé, Lizzo, and more, to release two albums in 2024: Henry Mancini The 100th Sessions: Henry Has Company, and Dinner At Mancinis, a Lo-Fi album. There was also a graphic novel released by David Calcano telling the story of Henry’s century-long legacy, as well as Jon Burlingame’s book about the “Peter Gunn” era.
Using a strategic mix of organic social posts and paid media campaigns, we set out to engage both longtime admirers and new listeners in celebrating 100 years of Henry Mancini. Our campaign honored his enduring legacy while generating excitement for the two newly released albums and the official graphic novel, ensuring his influence reached audiences across generations. We leveraged a multi-platform approach, including nostalgic storytelling, archival footage, artist and industry testimonials, and interactive content to drive engagement. The goal of our campaign was not only to push streams on the two 2024 album releases but also to reinforce Mancini’s cultural impact, reminding the world why his music continues to inspire. Through a carefully curated content strategy, we successfully reintroduced Mancini’s timeless compositions to new audiences while giving devoted fans a meaningful way to celebrate his 100th birthday.
OUR ROLE
The campaign lived throughout Instagram, Facebook, and X (formally Twitter) on the Henry Mancini official accounts (@henrymancini). We strived to keep the entire focus centered around the centennial birthday, with specific ‘Mancini 100’ logos integrated throughout the majority of the posts. The social presence consisted of interactive and engaging content for the audience including Mancini 100 trivia, driving to stream the new albums as they were released, giveaways, and more. This also includes announcing projects with collaborators such as Henry Mancini The 100th Sessions: Henry Has Company, coordinating posts with artists on the album, such as Michael Bublé. We also announced a dedicated Pandora station to Henry Mancini, a Henry Mancini playlist on both Apple Music and Amazon Music, performances and live panels at the Grammy Museum, Hollywood Bowl, Festival Napa Valley and CBS Sunday Morning. All of these events were used to drive audiences to celebrate throughout the year.
RESULTS
Overall, our Henry Mancini 100 campaign (April 2024 through the end of 2024) effectively boosted visibility, enhanced audience interaction, and attracted new followers across all social platforms. On Facebook, in comparison to the previous period, our impressions were up 188.4%, engagement was up 160.3%, and net follower growth was up 199.7%, including an increase in comments, likes, shares and link clicks throughout the entire year. On Instagram, our impressions were up 155.8%, engagement was up 23.4%, and net follower growth was up 55.4%, including an increase in likes, shares, and story replies. On X (formally Twitter), our impressions were up 87.7%, engagement was up 101.3%, and net follower growth was up 3.4%, including an increase in likes, replies, reposts, shares, and link clicks. Another factor that played into our social platforms success throughout the campaign was collaborations with other artists and popular accounts. Specifically, coordinating posts with Michael Bublé and other brands such as Empress Gin 1908, and Fantoons (screenshots below).
From a social media perspective, this campaign was highly successful, reaching a broad new audience. This expanded reach allows us to continue engaging fans with Henry Mancini content that highlights his life, career, and lasting legacy.
