Mi-Soul Radio brings much joy to a musically astute audience. Their goal was to expand their listening audience via digital and running events. Once initial consultations were completed, a robust strategy for the marketing of; On Air activity, Web, eCommerce, Email, Social Media, Events Marketing and PR was created and implemented along with seasonal and content campaigns. A complete revamp of all digital efforts was undertaken, new staff were trained and managed to assist execution. Brands worked with included; Brit Awards, MOBO, Heineken, Radio Today, Taxi App, Brother, Kia, Not On The Highstreet to name but a few and events and venues such as; The London Bridge City Festival, Ministry Of Sound, Solomons Yard, Ibiza Rocks Hotel and more.
Audiences grew by 300% in that time and the station was left with a clear path to continue output.
Accolade: Mi-Soul's listenership rose by 40K in three years. Their Facebook audience rose from 11K to 30K.
The Sound Of Mi-Summer
Summer Campaign to include on air content, web, social and comprising in Mi-Biza event at Ibiza Rocks Hotel.
One Year Live Campaign
To generate more listeners and celebrate the first year live on DAB. Included Web, Social and Event.
Mi-Life, Mi-Soul Campaign
Workings for the new brand strap.
A new strap line for a new-look Mi-Soul. 'Mi-Life, Mi-Soul' encompasses both core brand values and the culture of this lifestyle brand. Key messages were used to create engaging content through social and decrease and refine the organic gap between on-air and on-digital. A monthly newsletter to fans highlighted key happenings.
The Mi-Soul App
The Mi-Soul App Campaign gained an increase in downloads by 40%, 50%, 66% in three years.
The Mi-Soul Shop was revamped and re-launched. Seasonal campaigns for key merchandise and products were curated and maintained.
Mi-Soul Radio Poster Campaign
London was covered in Mi-Soul posters and those that spotted and reported back were put into a prize draw to win tickets to Ibiza.
A fun film to show the lighter side of the DJs. Film Direction: Abi Moore Films.
The London Bridge City Festival
Mi-Soul took residency on Southbank for an unforgettable summer of live action. Their most successful event to the date.
Mi-Soul Christmas Party
Mi-Soul's annual Christmas & Birthday party at Solomons Yard, The Broadway Bar & Grill and most recently The Ministry Of Sound.
The Southport Weekender Festival
Representing Mi-Soul Radio. We helped promote and cover this event as well as running our own stage.
1st Birthday Party
We took over Solomons Yard and Dingwalls to celebrate the stations first year on DAB.
Sunday Times Style Magazine
Mi-Soul show content made the Barometer section of The Sunday Times.
Interview with Gordon Mac
The Playlist Campaign
I introduced regular digital playlist promotions to highlight and outreach to the music, artists and labels relevant to Mi-Soul.
New Year Content
An example of social media content to generate engagement.
Life & Soul Campaign
A campaign to showcase Mi-Soul Radio listeners showcasing a total of 104 interviews published weekly on the blog over two years.
Five Things ran for three years and highlighted the best London events for Mi-Soul Listeners to attend for the coming weekend. I also presented Five Things on air on Friday afternoons.