The Dualers: How Social Media Powered A Top 20 UK Album!
We were approached by The Dualers in early 2019 with the goal of managing their social media in the build up and aftermath of their highly anticipated next album, Palm Trees & 80 Degrees.
It became clear early on that The Dualers had a diehard fan base, but that if we were going to achieve the results the band wanted we would need to focus on increasing their reach across social media, attracting new fans and building excitement around the new album. We had been set a goal of achieving a top 20 UK album, no mean feat when you consider this band was independent/unsigned.
As well as this we were also tasked with increasing the sales of the bands merchandise through their online store and further promoting ticket sales of not only their 2019 tour but also their biggest ever tour in 2020, The Road To Wembley, which, you guessed it, ends with a huge Wembley Arena show in London!
We quickly put together a bespoke package for the band and welcomed them into the Whittingham Marketing family under a Platinum (bespoke) marketing package. The package consisted of:
- Social Media Management for the band
- Social Media Management for the bands lead singer, Tyber Cranstoun
- Support & advice on their marketing elsewhere
After getting started it became quickly apparent that their fan base was so passionate that by harnessing the power of word-of-mouth (likes, shares, ReTweets) we could essentially get the fans to do the promo work for us by getting social media buzzing with constant interaction through eye-catching posts, videos, weekly features (like #ThrowbackThursday busking videos), competitions & giveaways. This level of organic growth meant we could use the bands additional budget for paid ads to spend purely on tickets sales with location targeted ads aimed at those within a certain radius of the bands coming shows. Ticket sales skyrocketed through using this tactic and the 2019 tour ended as a sell out.
After some analysis of the bands target audience it was clear that the primary target age group for the band was on Facebook, which meant we could expect that platform to grow the fastest and allocate additional focus elsewhere, to platforms like Twitter & Instagram, to ensure we continued to grow and attract new fans across the board.
The bands Facebook started to grow on average by 400-600 new page likes per week, Twitter & Instagram grew by a similar percentage, and online merchandise sales hit new highs too - Highlights from the online store sales included a new fragrance launched in early 2020 which sold out in under 24 hours & the addition of a paid membership club with allowed fans early access to ticket sales and a host of other benefits.
The big moment of our time with The Dualers arrived on 2nd August 2019 when, after months of build up and a thorough social media strategy having been executed, The Dualers album Palm Trees & 80 Degrees rocketed into the UK Album Charts and peaked at number 11 taking many people by surprise! A success like this was the spring board The Dualers needed to head into 2020 with the announcement of a new tour, and another studio album!
The band are now working on their next album & looking forward to an incredible Road To Wembley tour set to end at the iconic Wembley Arena in late 2020. For more information on the band simply visit their website and don’t forget to follow them on all the socials, and to listen to their top 20 UK album Palm Trees & 80 Degrees, find it on all the online music platforms.