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Carrie Underwood’s Case Study: Cry Pretty

Through Influencer Marketing, The Influence Agency successfully increased awareness and engagement of Carrie Underwood’s album Cry Pretty. We saw an overwhelming amount of positive brand sentiment and successfully increased album plays and downloads.

About Carrie Underwood's Cry Pretty

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.

The Problem

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.

The Solution

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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Total Campaign Results

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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.
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    U Music

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