With all its real-world gigs cancelled, the UK dance music label held a virtual festival. Boosting brand awareness Facebook live.With all its real-world gigs cancelled, the UK dance music label held a virtual festival using Facebook Live. Boosting brand awareness by 8.1 points with video ads before and after the event. Founded in the UK in 1999, Defected Records is one of the biggest, most respected brands in dance music.
Stay home and rave
Honouring its commitment to keep the thriving dance music community together, Defected launched a series of live streams on Facebook. The first was a 12-hour live spectacular from London, with world-class DJ talent performing to an empty Ministry of Sound nightclub.For the second Facebook Live event, Defected came up with the idea of a virtual festival. Creating a short Facebook video ad as part of a broad media campaign. This then encouraged house music fans to tune in online, under the slogan “Our House, Your House, United Together”.Creating fun short-form video ads targeted to a wide audience, which showcased content from the previous Livestream. Featuring a call to action to “Subscribe” these ads directed people to Defected’s Facebook Page. Defected then ran the video ads on Facebook for four days prior to the Livestream.
House vibes worldwide
Defected Records’ inventive use of Facebook Live helped to boost the brand at a difficult time and attracted many new fans. The results were measured by a brand lift study and found that between March 24–27, 2020, the campaign achieved:
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- 8.1-point lift in brand awareness
- 6.5-point lift in ad recall
- 2.8-point lift in intent to watch Defected Virtual Festival