the sessions
1 global pandemic, 6 concerts.
As the global pandemic raged on and no light in the tunnel seemed to be coming… along came the idea of “The Sessions” a 6-part virtual concert series designed to bring events back in the comfort of everyone’s home.
Even though we knew this would be a digital offering, we wanted the look and feel of the concert itself and of the branding to feel fresh, updated, and dare I say… cool. For every marketing piece we created, it had to be replicated 5 more times to keep the branding aligned across all concerts. As 2021 continued and the world slowly started to reopen, the audience hit major digital event fatigue. While the successes were limited, the campaign and branding are still one of my favorites I have ever done.
Successes
Successfully produced 6 virtual events
1,200 individual sessions sold
300 total access sessions sold
Recorded and produced 6 video trailers that were used on the website as well as digital ads
Emails for this campaign consisted of three strategies; overall messaging, individual session messaging, and email banners.
Teaser Trailers
The vision for these teaser trailers was to be raw, quickly produced/ edited, and really show some BTS. We were able to use these on social as well as for the digital ads for each session. We also had longer more produced trailers that changed out on the website as each session was highlighted.
Most print assets were distributed throughout all Deseret Book stores over the course of the six-month campaign.
Social Assets
We knew for The Sessions to have any success we would need all of the artists to promote. Every artist was provided with videos, and social assets for them to use both on the grid and in stories.
The Website
The Sessions needed an entire website that could not only live as a marketing piece for the entire brand but a space to highlight the current session being promoted. I created the website's UX, content, and layout, working closely with my graphic designer to ensure that everything flowed nicely.
Credits
Kamie Fisher
Event Marketing Manager / Ideation, Campaign Creation, Website UX, Implementation
Holly Robinson
Graphic Designer / Brand Guide Creator, Website Designer, Asset Creation