Lady Gaga isn't just wildly popular for her music, but she's also a megahit online. and it didn't hapen by chance. Instead, all of this was because of a comprehensive social media campaign led by strategist Jaunique Sealey.
Sealey's company specializes in social media marketing and branding, audience development and digital media distribution. The company led the development of the campaign that made Lady Gaga's "Born This Way" album to be the largest in history, with 1.1 million copies sold in its first week, making it the fastest selling album in 2011.
“Lady Gaga’s team is huge, and I would never claim the success was because of me, but I do think that the strategy we used was very groundbreaking,” Sealey tells BusinessNewsDaily.
The goal was to roll out the album in much the same way movies are released. “We wanted to drive interest in every possible platform,” Sealey says.
Employing unorthodox partnerships with social network game developer Zynga known for its fan favorite Farmville, Zynga and Sealy created a spinoff called “Gagaville” for the album release.
Lady Gaga fans could play the game and complete tasks that, when finished, unlocked online versions of unreleased songs from the album.
“No one has ever used a gaming platform to release an album before,” Sealey says. Her strategy resulted in more than 13 million users downloading songs.
Sealey says the key to this campaign’s success, as for any social media campaign, was to always focus on the target audience.
“A large part of the conversation involved the fans,” Sealey says. “Our first concern was: How do we involve the fans?”
The trick is knowing the audience, knowing which social media outlets they visit and tailoring the message specifically to them, she explains. “You need to craft a message that they will understand.”
Sealey recently authored the book Piece of the Fame: Rockstar Social Media Marketing Strategy for Everyone. It's a guide to creating a successful brand online, and provides in-depth views of social media platforms by examining them from conceptual and literal angles and gives advice on how to take advantage of the close relationship with consumers that social media can offer.