I'm glad to announce my first ever guest blogger - Sam from "Travelling... with a hint of fashion" who wrote an amazing article about the marketing behind Lady Gaga's latest album. Read it exclusively on CostinM.com next:
Lady. Gaga. Two of the most powerful words in the world nowadays. Whether you’re a hater or a monster one thing is clear: everyone knows who she is, everything she does is instant news, everything she touches turns into gold. She’s any businessman’s dream and every competitor’s nightmare. Things don’t get better that this and she knows it. One of the most hard working artists out there and an inspirational guru with an incredible talent, Lady Gaga doesn’t take one step at a time, she goes all out every time she does something, even if it is just moving a toe. The launch of her latest album was no exception – everything was planned to the smallest details, it was like a perfectly well oiled machine of incredible proportions. Some may call it marketing genius, others intuition, I would simply call it: Lady Gaga.
Fans labeled Lady Gaga’s marketing campaign for the Born This Way album the most well marketed campaign for a musician. She is a constant innovator that embraces technology in all its forms – video, social media or even games, as part of her public persona. She understands the true meaning of going viral. Just think that Lady Gaga has more Tweeter followers than the population of Sweden, Austria or Switzerland. Heck, she even has more Tweeter followers than the populations of Denmark and Norway put together! She was the first Tweeter member to break the barrier of 10 million followers and her Facebook fans are more than the entire population of Canada! And what about her YouTube Channel? She was the first artist to reach 1 billion views! Social media has been a true gold mine, giving her the perfect tool to create a virtual platform that brings together fans from all over the world, makes them interact with each other and keeps them up to date with everything related to their idol. It was a perfect way to promote her album, basically costless.
By being a constant part of her fan’s lives, she manages to maintain an ongoing interest in her and to create an unbreakable link with her followers, which will eventually lead to more and more referrals and an incredible spreading of word of mouth about the tiniest detail related to her, thus keeping the myth alive and keeping her in the centre of attention. Mix that with a desire to shock and outrage and you’ve got yourself a winner. It’s a brilliant plan!
Here is my top 5 of the most interesting tools she used for this campaign:
watch it here), a genius way of getting through to an even larger audience through Google users.
Besides these channels, she also made extensive use of social media as I mentioned earlier: Facebook, Twitter, exclusive videos on Vevo or the GagaVision videos on YouTube meant as a backstage insight into the BTW album and of other digital and non-digital platforms, such as Amazon or autographs at a Best Buy in New York.
Conclusion: Lady Gaga rocks!