By Robbie Curley and Olivia Slater
THE CAMPAIGN
The Doors' previously unreleased LIVE AT KONSERTHUSET, STOCKHOLM, SEPTEMBER 20, 1968, debuted exclusively for Record Store Day on April 20th, 2024. Featuring both early and late performances from the band's iconic European tour finale, it quickly became a top 10 best-seller. We have been promoting the release since February 2024. After the release, to expand our reach, we conducted a giveaway of the album, using it to collect email data for The Doors' Newsletter, ensuring fans stay updated on the latest band news for future initiatives.
OUR ROLE
We designed compelling assets and coordinated with the client to schedule a giveaway timed for high demand, opting to run it the week after the product release due to limited supply. This strategy drove fans to sign up for a chance to secure a copy signed by band members John Densmore and Robby Krieger. Simultaneously, The Doors Webstore launched a direct-to-consumer sale on April 21st for those who missed the initial opportunity to purchase LIVE AT KONSERTHUSET, emphasizing limited availability. The giveaway was promoted daily across The Doors' social platforms, encouraging fans to enter their emails for a chance to win the new signed vinyl.
RESULTS
We collected 876 new email sign-ups for The Doors newsletter and accumulated over 1,000 total organic entries.
The organic promotion of the vinyl included multiple assets created by our team, insights here:
- Organically reached 58,533 accounts (95.9% of followers, 4.1% non-followers)
- Engaged 3,337 users
- Totaled 957 profile visits and 980 external link taps
- Organically reached 69,535 accounts (83.8% followers, 16.2% non-followers)
- 7,246 reel interactions
- 101,242 reel views
- Organically reached 82,044 accounts (94.2% of followers, 5.8% non-followers)
- 3,745 reel interactions
- 134,429 reel views
- Organically reached 74,284 accounts (95.1% of followers, 4.0% of non-followers)
- Engaged 8,475 users
- Received 93,245 impressions
- Organically reached 51,394 accounts (94.2% of followers, 5.8% of non-followers)
- Engaged 3,708 users
- Received 62,754 impressions
- Organically reached 91,811 accounts (92.1% of followers, 7.9% of non-followers)
- Engaged 7,794 users
- Received 102,163 impressions
