Campaign Strategy

Genni took a two-tiered approach, hiring Macro and Nano creators local to the five key tour markets. Nano creators were hired via ticket exchange (offer of tickets and meet & greet in exchange for their participation), while we negotiated rates for Macro creators.

Each creator was required to make the following posts, as well as attend their respective show:

• One post leading up to the show on TikTok, Instagram Reels, or Instagram Stories*

• A second post recapping the concert experience on TikTok.

• Some creators went a step further, posting to their Stories and other feeds outside of this campaign, extending the reach of these partnerships.

*Macro creators were only required to make one post for this campaign

Creators were required to include the following in their content:

• Tags in caption: @dylanscott #ThisTownsBeenTooGoodToUsTour

• Official Sounds in video: This Town’s Been Too Good To Us, Livin’ My Best Life, Good Times Go By Too Fast

• In video content: Highlight Dylan Scott, and mention the event show date/location either in caption or text overlay

Genni handled content rights management with creators, and ran Spark Ads to increase visibility of approved posts in each city.