the amity affliction
‘NOT WITHOUT MY GHOSTS’
SOCIAL MEDIA MERCH CAMPAIGN
Graphic Design, Social Strategy
the brief
The Amity Affliction are one of Australia's biggest exports in the heavy music scene, serving as the focal point of the Metalcore takeover of the world since the early 2010's. Their new album 'Not Without My Ghosts' was being touted as a big return to form for the band, going back to their early sound while including their signature massive choruses.
From a social media standpoint, this meant we were going to be dealing with a large merchandise range, and needed to really create versatile assets to effectively promote the items in this range. Not only did we have the physical merchandise, but we had several Vinyl variants that needed to be pushed, to help the band perform well on the Aria charts.
The CAMPAIGN
To make this range truly shine across social media, we needed to embrace various strategies for highlighting the product. For the physical merchandise, we opted for the standard Web Banners & EDMs, but for our Instagram & Facebook posts, we opted to create Story carousels to really highlight the individual products and show the breadth of the range.
As we know the customer base can be quite segmented between purchasing physical merchandise and Vinyl, so for the Vinyl we opted to highlight them in a separate reel post that could be cross-posted between 24Hundred and the bands social accounts. This approach allowed us to specifically target fans of physical media, while also showcasing the different variants of the album that we had for sale.
