Campaign: Brand development and social media management for Swedish House Mafia
Timescale: March 2009 – November 2010
Reference from Client: “When i was asked to write a testimonial about Rising Digital I was a little stuck for words….so i will keep it simple……Rising Digital is the future….” – Amy Thomson, ATM Artists.

The Swedish House Mafia (SHM) is made up of three DJs; Axwell, Steve Angello and Sebastian Ingrosso. Each artist has his own solo career and successful record label. In 2009 their manager approached us with a simple and clear brief: within two years the brand was to be strong enough to promote itself through its own channels to such enormity it could successfully run live shows around the globe.
 
Objectives
-       Build and content manage key social networks and news blog for SHM
-       Develop SHM brand in three months ready for first Ibiza residency at Pacha
-       Provide ongoing creative social media strategy
-       Grow database of fans
 
Strategy and Plan 
With no real online presence we initially set up profiles on key social networks and sites. The main focus was to engage with and attract fans across these portals. We advised on and implemented campaigns utilising each network to provide fresh and new concepts to draw fans.
 
We researched, approached and started two-way dialogue with relevant bloggers and online influencers. By providing them with exclusive, quality content for SHM we gained coverage and feedback from the online community.
 
We used social networks and online platforms to create hype and support SHM events. From live blogging for their first sell-out Brixton gig in 2009 to Tequila Treasure Trails to promote Miami 2010, even if fans couldn’t physically be at an event they could definitely be part of it. The Dark Forest opened its doors to a successful summer in 2009 at Pacha, leading to an even more successful Masquerade Motel in 2010. Both seasons were fully supported online with weekly activity and content generating buzz and excitement for fans.
 
As well as the huge live platform the brand was building the music then stepped up a gear. 2010 saw Rising Digital work with Virgin/EMI and Lucid Online as well as agencies around the world to deliver a geo-specific global campaign. Before releasing their compilation album ‘Until One’ we had the privilege of supporting the team with releases featuring Pharrell Williams and the UK’s infamous Tinie Tempah.
 
Throughout the campaign it was no secret the content created and edited by SHM friend and supporter Christian Larson played a crucial part in documenting their rise to global fame. The video and multimedia assets he supplied very much helped us in taking material viral, exceptionally quickly. It became apparent from the very first video his unique abilities as a producer would enhance the SHM experience with fans.
 
Measurement and Evaluation 
During the 18 month campaign SHM secured coverage in numerous traditional and online magazines. They took the cover of the UK’s DJ Mag and Mixmag, as well as their activity being well documented in both the broadsheets and tabloids. Both official music videos saw global success on MTV and major stations. The music itself [a collection of instrumentals, radio edits and remixes] enjoyed worldwide specialist and daytime radio air. The success of the Dark Forest at Pacha, led swiftly to the Masquerade Motel; and a second residency on the white isle. The latter of which celebrated Kylie’s new album launch party, and guest visits from Tinie Tempah and Florence & The Machine… to name but a few. After the SHM’s ‘Miami 2 Ibiza’ charted, it wasn’t long before they released their compilation, ‘Until One’ and soon after, approximately two years worth of documentary filming in the form of ‘Take One’. Virally, we knew things were working for the brand about four months in, when a simple upload to YouTube and a straightforward marketing push resulted in 25,000 hits in less than two days.
 
Results
In early 2010, SHM signed a deal with Virgin/EMI. They ran two highly successful residencies in Ibiza, and have sold out two Brixton Weekends, global festivals including Creamfields and Electric Daisy Carnival and performed live with Usher at the AMAs. On the dance front, the instrumental for ‘One’ was one of the fastest selling singles on the Beatport chart. It went to #1 in less than 12 hours. The vocal version, One [Your Name] feat. Pharrell, went onto take the same position in several countries on iTunes. Miami 2 Ibiza went in the same direction, all be it with less build up time and more marketing. ‘Until One’ went onto to successfully take #1 on the iTunes album chart.

After starting a Facebook page with zero fans, we watched with great pleasure as the figures grew and grew. It now has +1million ‘likes’.
 
We had the joy of working this campaign until November 2011. The SHM were our first client. The support and positioning their team gave us in those eighteen months was priceless. Finally, we must emphasize the success of this project was and still is down to its full team, its manager and their uncompromising attitude to fans.