Universal Music is one o the largest global music corporations in the world. Carrie Underwood signed to the agency soon after winning season four of American Idol. Her album Cry Pretty was released in 2018 as her sixth album and the first to be produced by Universal. Prior to going on tour, she released the album internationally, gaining traction and fan engagement.
Universal Music asked us to help them create engaging content to build awareness and generate downloads for Carrie underwood’s new album. With so many new ways to download music online, Universal wanted to ensure that Carrie Underwood’s new album was being heard. The goal of the program was to raise awareness, engagement, and plays, all generated around Cry Pretty as the muse.
We partnered with 4 female makeup influencers that each created a signature makeup look to represented Carrie Underwoods’ new album. These four influencers then took to their social media to share their own looks, and encourage their followers to create their own Cry Pretty inspired looks, that automatically entered them into a contest to win a signed album. The influencers captivated their audience with unique, fun, and interactive content, showcasing Carrie Underwoods’ new album and generating engagement through a giveaway.
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"At Universal Music, we are frequently tasked with launching new albums and products with little to no notice which can prove challenging for traditional agencies.
The team at the Influence Agency have proven time and time again their ability to be both nimble and efficient at delivering influencer campaigns that are strategically targeted, creative and most importantly impactful with our artists audiences."
"The Influence Agency is phenomenal. They’re incredible outside-the-box thinkers and we’re a great alternative to the traditional marketing efforts taken for the NFP I work for. We worked directly with Stephanie and Tom, both who had a high level understanding of the industry and a completely professional approach to social promotion. Looking forward to working with their team again!"
"As a creator, it was so easy working with The Influence Agency. They've put me forward for a number of awesome campaigns and have given me full creative control to execute them. I can't wait to work with them in the future!"
"The Influence Agency has been a huge part of our success for The Rose Picnic!! We love working with the team and look forward to many more great years together!"
"The Influence Agency is by far one of the best agencies I've worked with in Toronto. They provide so much value to each and every one of their clients, and I've had the pleasure of working with them on many different campaigns. Not only are they professional, but very personable. They are a delight to work with, and I would recommend them to anyone interested in growing their brand or business in an meaningful and creative way."
"Having blogged for 10 years and having worked with a plethora of agencies, The Influence Agency team has been one of the top agencies I've connected with. Their ability to both balance creator relations and interests, while maintaining the priorities of their brands is incredibly impressive. As a creator, the team is always supportive and responsive and truly makes developing branded content seamless! I always look forward to working with them!"