Case Study - Expanding Live 11's reach in the electronic music community
Jargon Jargon developed a targeted influencer campaign for Ableton, significantly expanding the reach and adoption of Live 11 among electronic music producers.
- Client
- Ableton
- Year
- Service
- Influencer Collaboration and Content Strategy
Overview
Ableton, known for its innovative music production software, faced the challenge of demonstrating the full potential of Live 11 to a diverse audience of electronic music creators. They needed a fresh approach to showcase the DAW's new features and workflow enhancements.
Our solution was to create an immersive, multi-faceted influencer campaign that would bring Live 11's capabilities to life through the work of respected producers across various electronic music genres.
We curated a group of influencers ranging from chart-topping EDM producers to underground techno artists, each tasked with creating original content that highlighted specific features of Live 11.
The campaign culminated in a virtual music festival, where all participating influencers performed live sets created entirely in Live 11, showcasing the software's stability and creative potential in real-time.
What we did
- Influencer Curation
- Feature-Focused Content Series
- Virtual Music Festival
- User-Generated Content Challenge
Jargon Jargon's approach was refreshingly strategic. They didn't just connect us with influencers; they created a narrative that resonated deeply with our target audience.
Marketing Director at Ableton
- Increase in new user activations
- 45%
- Growth in social media followers
- 78%
- Views on influencer content
- 3.2M
- Boost in website traffic
- 22%