Media Strategy & Focus:

• Objective: Drive ticket sales and sell out all 53 stadium shows across North America, Europe, and Australia.

• Target Audience: Swift’s core fanbase (Swifties), pop music lovers, and new fans attracted by her edgier, rebranded image.

• Key Differentiator: First tour leveraging Verified Fan Ticketmaster technology to prevent scalping and ensure genuine fans got access.

• Challenges: High ticket prices ($49-$350) required persuasive messaging and strong promotional engagement.

Media Plan & Execution:

• Platforms: Facebook/Instagram, YouTube, Google Search, Display, Snapchat, Twitter, Spotify.

• Budget Allocation:

  • 35% Meta (FB/IG): Lookalike audiences of past tour attendees + engagement retargeting.

  • 25% YouTube: Pre-roll ads of tour rehearsal footage + exclusive behind-the-scenes content.

  • 20% Google Search & Display: Keyword-focused ticket sales ads + banner placements.

  • 10% Snapchat: Vertical ad stories targeting Gen Z fans.

  • 10% Spotify: Audio ads and in-playlist video placements targeting Swift’s listeners.

Creative & Messaging Approach:

• Tagline: "Are You Ready For It?"

• Dark, high-energy visuals reflecting Reputation's edgier theme.

• Exclusive countdown content: Daily reveals of stage setup, rehearsal snippets, and surprises.

• User-Generated Content (UGC): Fans posting why they deserved Verified Fan pre-sale access boosted organic hype.

Results:

• All 53 stadium shows sold out, generating $345M in revenue (highest-grossing U.S. tour ever at the time).

• 40% of ticket sales driven by digital media campaigns.

• 2.8M+ engagements on Instagram Stories promoting city-specific tour dates.

• Verified Fan sales had a 60% lower cart abandonment rate than past Swift tours.

Media Strategy & Focus:

• Objective: Sell out 80+ arena shows across North America and Europe while promoting Grande’s transition into an edgier, mature brand.

• Target Audience: Gen Z & Millennials who streamed Sweetener and Thank U, Next on Spotify & Apple Music.

• Key Differentiator: Dual-album promotion—first pop tour marketing two albums simultaneously.

Media Plan & Execution:

• Platforms: Instagram Stories, TikTok, YouTube, Google Search, Spotify.

• Budget Allocation:

  • 40% Instagram & TikTok: Short-form, high-energy clips of dance rehearsals and backstage moments.

  • 30% YouTube Ads: “Behind-the-Scenes” series targeting Grande’s subscribers & pop music fans.

  • 20% Spotify & Apple Music: Pre-sale ticket offers to Grande’s top 1% of listeners.

  • 10% Google Search: Tour location-based search ads with dynamic ticket pricing integration.

Creative & Messaging Approach:

• Tagline: “No Tears Left to Cry – Just Energy to Dance”

• High-gloss, pastel-heavy aesthetics matching Sweetener branding.

• City-Specific Snapchat Geo-Filters featuring animated tour posters.

• TikTok fan challenges around “7 Rings” dance routines increased shareability.

Results:

• Nearly 1M tickets sold, generating $146M in revenue.

• TikTok engagement up 300% compared to previous tour campaigns.

• Tour announcement broke Spotify’s record for most tour-related streams in a single day.

Media Strategy & Focus:

• Objective: Drive ticket sales for 95 dates across North America, Europe, South America, and Australia.

• Target Audience: Hip-hop/R&B fans, urban fashion enthusiasts, and mainstream pop listeners.

• Key Differentiator: First major arena tour with full VR integration.

Media Plan & Execution:

• Platforms: Facebook, Instagram, Google Display, Snapchat, Twitch.

• Budget Allocation:

  • 35% Facebook/Instagram Ads: Engaged users via dark aesthetic concert teasers.

  • 25% Google Search & Display: Targeted tour-related queries with geo-fenced ticketing ads.

  • 20% Twitch Sponsorship: Exclusive behind-the-scenes live stream event for gaming/music crossover fans.

  • 10% Snapchat AR Lenses: Users could virtually “wear” The Weeknd’s iconic red jacket & sunglasses.

  • 10% Spotify & SoundCloud: Targeted ads at users who frequently streamed The Weeknd.

Creative & Messaging Approach:

• Tagline: "Live the Legend"

• Ads featured moody, neon-lit concert visuals, consistent with the Starboy album.

• Dark Mode digital billboards in major cities synced with concert presales.

• Twitch live Q&A event featuring surprise performance clips.

Results:

• Tour generated $62M in revenue, exceeding pre-sale projections by 30%.

• Snapchat AR Lenses had 1.5M uses within 48 hours of launch.

• 80% of digital ad-driven ticket sales came from social and Google Search ads.

Media Strategy & Focus:

• Objective: Convert digital fandom into ticket buyers for Mendes' first arena world tour.

• Target Audience: Gen Z superfans, particularly on Instagram, Snapchat, and YouTube.

Media Plan & Execution:

• Platforms: Instagram, YouTube, Snapchat, TikTok, Google Search.

• Budget Allocation:

  • 50% Instagram & Snapchat: High-frequency Stories campaign with VIP meet-and-greet ads.

  • 30% YouTube Pre-Roll Ads: Focused on Mendes’ most-watched acoustic videos.

  • 10% Google Search: Prioritized city-specific dynamic ticketing ads.

  • 10% TikTok Challenges: Encouraged fans to sing duets with Mendes clips.

Creative & Messaging Approach:

• Tagline: “Sing Your Heart Out With Shawn”

• Warm, intimate video teasers to match Mendes' acoustic brand.

• Exclusive pre-sale access for Instagram followers.

Results:

• 80% of ticket sales came from social-driven traffic.

• TikTok campaign generated 3.2M fan video submissions.

Media Strategy & Focus:

• Objective: Amplify Eilish’s dark, viral aesthetic while driving Gen Z ticket sales.

• Target Audience: Alternative pop & indie music fans, particularly highly engaged TikTok users.

Media Plan & Execution:

• Platforms: TikTok, Instagram Stories, YouTube, Snapchat, Reddit.

• Budget Allocation:

  • 40% TikTok: Custom challenges & horror-inspired content.

  • 30% Instagram Stories: Dark, eerie filters aligned with Eilish’s artistic direction.

  • 20% YouTube: Behind-the-scenes mini-docs.

  • 10% Reddit AMAs: Engagement with Gen Z music communities.

Creative & Messaging Approach:

• Tagline: “You’ve Never Seen a Show Like This”

• TikTok “Bad Guy” dance challenges drove massive engagement.

• Spooky, horror-movie-style concert teaser ads.

Results:

• $53M tour revenue, 100% sell-out rate.

• 2.5B+ views on TikTok challenges.