DJM-S11 Digital Marketing Campaign
DJM-S11 Digital Marketing Campaign
The Pioneer DJ DJM-S11 is a premium grade product that is aimed at the professional scratch DJ market. Concept considerations that formed the basis for our approach included symmetry, supremacy and uniqueness.
Through the exploritory stage of the project we looked to carve out these key features through visual elements, typography and animation, and looked at how they could be used to their advantage in the digital and social marketing channels that were to be used to launch this product.
Disciplines: Conceptual design / Digital Marketing / Social Media Marketing / Asset creation
Kinetic typography
Building on the trend of integrating typography and imagery, we developed a visual style that combined the key emotive strapline ‘Turn it up to 11’ so that it could be developed into kinetic and dynamic assets that would grab attention, particularly in digital media channels.
This key visual helped to champion the DJ and promote the sense of pushing through the crowd to emerge victorious; a concept synonomous with mix style ‘battles’ that traditionally play out in the world of scratch DJ-ing.
Social marketing
Instagram Stories
Open format DJs mix with a wide variety of genres, and so part of the marketing campaign plan was to to celebrate this by creating interactive ‘What’s your mood?’ polls on Instagram Stories. Also, by featuring the S11s MagvelFader Pro on the poll assets, it was possible to higlight that mixing a wide variety of genres can be easy and fun.
User Generated Content
With almost 40k posts on Instagram using #DJMS9 hashtag, as well as 125k posts with #scratchdjhashtag there was a desire to build on this loyal fan base to help build more of a scratch/turntable community. To support this, we created social media video shorts that contained turntable UGC that showcased talent while also supporting the S11 key features. Organic engagement has been really positive, with some posts gaining over 20,000 views.
