Consultancy/ Strategy/ Creative/ Content production/ Social media management/ Community management
THE CHALLENGE
‘Made In The UK’ exists as a weekly updated streaming playlist exclusive to Apple Music. The playlist showcases the best and newest UK records across Black music genres. Ministry of Sound appointed Forward Slash to launch, develop and grow ‘Made In The UK’ as a standalone music and popular culture brand in social media (Instagram).
our strategy + WORK
Forward Slash’s approach was rooted in an ambition to establish ‘Made In The UK’ as an authority platform that simultaneously gives a voice to and represents UK Black music genres and connected culture and is a reliable and trusted go-to for music fans.
We developed a social roadmap to engage and evangelise the target 16-24 y/o demographic, taking a phone-first approach to ideas, content production and daily community management.
Through a combination of original and curated content, plus bespoke and repeatable formats we drove Instagram followers off platform to listen to the Apple Music playlist, and kept ‘Made In The UK’ at the forefront on their minds day-to-day through a timely combination of music, news and topics for popular discussion.
the impact + reach
Launched and organically grew @madeintheuk to 4K followers
Delivered content formats that consistently performed well and gained high numbers of likes and engagement week-on-week
Developed the hashtag MITUK that became synonymous with the brand
Created content that organically outperformed paid ad promotions by 200%