Connecting O2 with young music fans
We helped O2 refine their music sponsorship and leverage digital channels to engage hard to reach audiences for the brand.
CULTURALLY RELEVANT CONTENT STRATEGY
We created a range of entertainment formats to perform different roles – from live performance and artist profiles to deeper storytelling formats exploring stories behind the songs and artists’ unique creative processes. Our content strategy was programmed weekly to respond to cultural events and music news, with all work underpinned by a coherent brand look and feel for O2 Music content across digital channels.
AN EDITORIAL PRODUCTION TEAM
We built a bespoke production team to deliver and refine content at scale. Our editorial workflow was designed to create formats efficiently against a planned schedule, whilst allowing for production flexibility to refine formats based on audience feedback and data.
We successfully shifted demographics of O2’s music channels, with over 75% of audience Gen Z (compared to 39% previous year) and delivered 2x view through rates and view lengths.