How to shift the region’s culture and habits from music piracy to music-streaming by helping Deezer, a newcomer to the market, establish itself as a go to service for music streaming in a region where music-streaming was practically non-existent.
We went to the source itself – musicians and those our target audiences trust! In partnership with our in-house media outlet, we’ve created a long term strategy utilizing inﬂuencer marketing. Musicians, actors, fashion, lifestyle and sports icons with a large digital presence and loyal fanbases created weekly curated Deezer music playlists accompanied by interviews. One year and 100 playlists later, Deezer as a service reached millions in “native” ways through influencer’s channels, penetrating the regular noise of every-day content congestion on social media.