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How do you continue to increase value and emotional connection with a hugely successful partnership entering its 8th year – to create new-news, integrate an elevated brand purpose and drive impact for communities, artists and fans.
Ballantine’s has partnered with Boiler Room for 8 years, in the process building an established and credible platform for the brand that is activated globally: True Music.
In 2021 the brief was to go bigger and better; baking Ballantine’s purpose of creating more inclusive music experiences into all activity, while ensuring we drive mass awareness and build emotional connection with fans.
What followed was True Music Studios – a global campaign, focused on moving local music culture forward, activated in 6 markets around the world, with diversity and inclusion imbued at the heart of all programming, production and planning.
279 artists engaged in the True Music Studios campaign, with diverse programming – committed to be in line with local market ethnic and race census data
40+ inclusive experiences across 6 markets engaging 12-13k fans.
340M engaged views across all True Music Studios content
20% uplift in brand talkability
Brand love increased from 50% to 74%, achieving the objective of emotional connection