Symphony Spotlight ⭐️

Tinashe Doubles Engagement with Forever Save Strategy

August 12, 2024

How ‘Nasty' Marketing Strategy Re-engaged Fans While Collecting Data 🌐

You can’t match her freak but you can match Tinashe’s marketing strategy! 😏

Tinashe's viral sensation wasn't just luck- it was a strategic masterpiece! By prioritizing her super fans and ensuring they heard new releases the moment they dropped.

Let's dive into the strategy behind this viral release 🔥

Let’s Break it Down ⬇️

  • 🎯 Engaging super fans and ensuring immediate music delivery upon release

  • 💡 How SymphonyOS’s pre-save feature facilitated the collection of new emails and re-engagement of fans

  • 🌐 The strategy of maintaining fan interest and anticipation through a targeted email list

  • 📊 The impactful release of "Nasty" using the Forever save boost and no-release-date pre-save to create excitement and surprise

The Idea 💡

Tinashe aimed to build a direct connection with her super fans and engage them consistently. Her goal was to use SymphonyOS’s Pre-Save and Forever Save Features to gather fan data and ensure that her most loyal followers received her music as soon as it was released while also giving a unique experience to her most engaged fans.

The Strategy 🚀

  1. Data Collection and Segmentation: Implemented a targeted pre-save campaign to collect a significant amount of email addresses, capturing fan interest and building anticipation.

  2. Surprise Release with Forever Save: Utilized SymphonyOS’s no-release-date pre-save feature for "Nasty" to create buzz without revealing the exact drop time. This maintained high levels of anticipation and excitement among fans.

  3. Engagement and Retargeting: Followed up with fans through personalized emails, offering exclusive content and updates to maintain their interest.

Listen to "Match My Freak EP" by Tinashe

"Match My Freak EP" - Tinashe

symphony.to/tinashe/match-my-freak-ep

The Results 📈

  • +50% Pre-Save to Forever Save Ratio: For every two pre-saves, one email was added, strengthening her fan database.

  • Doubled Fan Engagement: The strategic use of SymphonyOS doubled the number of engaged fans for the new release of "Nasty", enhancing her ability to re-engage with these fans.

  • Top of the Music Game: Tinashe’s strategic engagement efforts have placed her at the forefront of the music industry, with a direct pipeline to her most engaged super fans.

“On Symphony you can have people pre-save and it tracks their IP addresses so we picked out winners that were in L.A. and we had them come to that back in January. That's when we started racking up pre-saves, because you don't have to have an ISRC or UPC ingested yet, and we started collecting their email addresses at the same time. And then we had her start teasing the song on Instagram Live at a show that she was at on Valentine's Day, and we saw fans starting to rip that and use it on socials saying 'What's this next song? She's going to start putting out music again!”

-Krishan Narsinghani, Digital Marketing & Strategy at Roc Nation

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