1. Educating & inspiring Gen-Z

This was done via in-person workshops to teach DJing, sharing how-to advice, developing a tactical family-focused influencer challenge and a tiered media focus with a Gen-Z skew. Education around DJing would be crucial to not only inspire the target audience to learn DJing but to give them the tools they need to continue their DJing journey.

2. Championing & supporting talent

The project celebrated calendar moments (e.g. Black History Month, International Women’s Day, Pride) with specific learner sessions. It also planned out influencer seeding and identified key products to hero that resonate with a diverse genre of music. All the above was supported with a robust press office function. 

Influencers

As part of the traditional PR approach for this campaign, the strategy also lent into influencers as a key way to target a Gen-Z audience. This was tackled in different ways. Firstly by creating an influencer-fit chart, relevant influencers were targeted in an organic way that established relationships with the brand and encouraged social posting about their journey into learning to DJ. 

Secondly, bespoke influencer projects were created at key moments of the year (e.g. Christmas and the launch of the brand’s TikTok channel) to align influencers Europe-wide for content to be posted simultaneously that communicated the inspiration to learn DJing. All content across all counties was published in sync with a call to action to follow Pioneer DJ and offer the audience the opportunity to win beginner equipment. This focused on key products to encourage sales.

And lastly, a seven day challenge was developed whereby YouTubers from across the UK, Germany, Spain and France were tasked with a committment to learn to DJ within seven days and vlog about their experience. Absolute beginners were secured and agreed for organic content.