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RBH launches Freya Spotify and Facebook campaign

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By The Drum Team | Editorial

November 15, 2010 | 3 min read

Rees Bradley Hepburn has launched a branded Spotify and Facebook campaign for Freya Lingerie.

RBH organised the campaign to raise awareness of Freya's new 'Million Ways to Express Yourself' lingerie collection, "gather consumer data" and increase the firm's Facebook fans.

Ads on Spotify encourage listeners to add a track to its playlist which "sums up the way they feel right now" to stand a chance of winning a year's supply of Freya lingerie.

Facebook ads encourage fans to click through to the Spotify playlist and take part.

The campaign runs until the end of November and RBH claims it has already resulted in a 40% increase in Freya's Facebook fans (it has just over 9,000 at the time of writing) and three days' worth of music added to its playlist.

Ann-Marie Manley, head of marketing for Eveden, which owns the Freya brand, said: "We're overwhelmed by the response. The campaign has been a fantastic way for us to engage consumers with the brand using music as a lynchpin and we have captured a great deal of consumer detail through the competition entries, enabling us to ensure that future campaigns remain just as targeted."

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