Case Study: Universal Music achieves 6,000 new Instagram followers with Spin Brands social strategy

Universal Music drives 3m impressions with Spin Brands

Universal Music approached Spin Brands to create a social media campaign for the Big Sexy Pizza launch with musician Lewis Capaldi. The challenge was to leverage Capaldi's persona in a humorous and effective way without the campaign feeling forced or overly promotional on platforms like Instagram and TikTok.

Spin Brands developed a social strategy centered on Lewis Capaldi's likeable personality and his existing fan base. They created and shared humorous clips and memes to generate buzz. This approach delivered strong results, including 3 million impressions, a 9% Instagram engagement rate, and a 7% TikTok engagement rate, while also gaining 6,000 new Instagram followers in six weeks.

Universal Music