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SIRIUSXM
Title
Original Content Series
Project type
Social Strategy, Content Planning, Brand Building, Measurement, Creator Management
Date
2021
CONTEXT:
There are an extraordinary number of celebrities and musicians who appear on SiriusXM each day, but you have to be a subscriber to listen or watch the best content. I needed to leverage my access to this talent in order to bring attention to the value and exclusivity of being an SXM subscriber.
MY OBJECTIVE:
Demonstrate that SiriusXM is the place where the makers of culture come to hang out
MY STRATEGY:
Create original, digital-first franchise content that gives subscribers and non-subscribers alike access to culture makers that they can only find on SiriusXM, and create FOMO around the action that happens behind the SXM paywall
RESULTS:
+ Original series content generated 20MM+ views
+ Drove +10 bps in awareness, +6.5 bps in consideration, as measured by Brand Lift Studies
+ Delivered +81% ROAS, as measured by MTA analysis
