Overview

Sony Music Entertainment (SME) sought to deepen their understanding of Southeast Asian audiences to create stronger emotional connections, drive impactful campaigns, and ultimately increase fan loyalty and revenue. While SME already had a global data infrastructure, they needed tailored strategies and frameworks to optimize data collection and fan engagement in SEA, focusing on high-potential artists like Lisa and Jennie from BLACKPINK and J-Pop icons like Kenshi Yonezu and YOASOBI.

The project involved leveraging insights into fan behaviors and preferences across music, anime, and J-Pop properties, ensuring a seamless connection between fan engagement strategies and artist-driven campaigns.

Our Tasks

• Build a comprehensive fan data ecosystem to enhance segmentation and inform future campaigns.

• Personalize communication to strengthen connections with superfans and casual listeners.

• Leverage SEA fan behavior insights to inform marketing strategies and optimize campaign performance.

• Collect first-party data from a wide range of touchpoints, including digital platforms, events, and collaborations, to drive sustained fan loyalty and support future campaigns.

• Develop targeted campaigns that connect Sony’s artists with anime, J-Pop, and K-Pop fans in SEA.

Strategic Execution

We supported Sony Music’s initiatives by designing and implementing:

• Comprehensive Data Systems: Integrated social listening, fan segmentation, and audience profiling to align with SEA market nuances.

• Multi-Channel Campaigns: Activated tailored campaigns across social media platforms, websites, and experiential offline events to collect and utilize first-party data effectively.

• Evergreen and Tentpole Strategies: Developed scalable tactics and activations around artist milestones like album releases, fan meets, and global brand partnerships.

• Localized Activation: Leveraged market-specific insights to amplify engagement across Thailand, Indonesia, the Philippines, Malaysia, Vietnam, and Singapore.

Key Outcomes

• Enhanced Fan Insights: Built a robust fan database with segmented profiles for targeted engagement.

• Localized Impact: Strengthened fan connections through tailored strategies, resulting in increased engagement across SEA markets.

• Sustained Engagement: Established evergreen frameworks to nurture long-term fan loyalty and drive artist growth.

• Campaign Success: Leveraged fan sentiment and behavioral data to optimize multi-channel campaigns, resulting in measurable increases in reach, engagement, and conversions.