BARBARA MANDRELL
She Was Country When Country Wasn’t Cool
Overview
Skills Applied
Social Media Management
Creative Assets Development
Branding
Country Music Legend, Barbara Mandrell, has been retired for over 25 years but the legacy she created never retired. With the emergence of music streaming and social media use, our goal was to increase awareness of Barbara’s impressive and expansive career to a new generation but also to existing fans. I worked with our label partner at Universal Music Enterprises (UMe) to distribute Barbara’s catalog to streaming platforms and created social campaigns using direct links and call-to-actions to increase streaming numbers and followers. Through this, we saw an immediate increase in consumption of Barbara’s catalog by 103% (+352k monthly listeners) within one year on Spotify, 42% (+3.2M Views) on YouTube, 14.4% (+4M streams) on Pandora and amassed 24.3k TikTok Followers within that year.
50th Opry Anniversary
25 years after retirement, Barbara Mandrell made a rare public appearance to celebrate her 50th Anniversary of being a member of the Grand Ole Opry. I was tasked to collaborate with our partners at the Opry to create the branding and marketing plan for this event. To announce the event, we secured a video liner from Carrie Underwood who was the headline performer for the anniversary show. For marketing materials such as brochures, billboards, social assets and VIP credentials, we utilized three archived photos of Barbara on the Opry stage and created a retro themed graphic.
Carrie Underwood Anniversary Show Announcement
Official Anniversary Show Artwork Featuring Images of Barbara from the Opry Archives
Instagram Collaborative Post With The Opry For Barbara's 50th Anniversary
Social Media Management
In 2022, my objective was to specifically focus on Barbara’s Instagram and TikTok accounts to grow the social following and expose a new generation to her music. We set a 15% follower increase goal for each account and within 12 months, we surpassed that goal and saw a 27% increase in followers on Instagram and 177% increase in followers on TikTok. By creating short form content for TikTok and Instagram Reels, we were able to widen our reach and utilize archived footage to re-invigorate Barbara’s existing fan base and gain new fans.
Archive Footage
50th Opry Announcement
50th Anniversary Recap
Archive Footage Birthday Post