Every Millennial Needs To Listen To DAMN.

A Social Media Marketing Campaign for Kendrick Lamar's Newest Album

This is an outline for a social media marketing campaign for Kendrick Lamar's new album DAMN. It targets millennials (age 20 - 24) who reside in California. The purpose of this campaign is to increase sales revenue from purchasing or streaming the album, by promoting it as something the target audience needs to listen to. The selected medium for exposure is Snapchat due to its high amount of usage with wealthier teens, which takes into account California having a high medium home income. To promote this campaign, we will piggyback off of the strength and influence the keyword Kendrick Lamar has online, as well as viral headline keywords.

Listen to DAMN.

Kendrick Lamar has the potential to dominate the music industry with his newest album DAMN. The graph below from Google Trends shows interest in Kendrick Lamar from 2004 to the present. It is evident that he doesn't really begging to accumulate interest until around 2012. This corresponds to the release of his good kid, m.A.A.d. city album. People in the 20 to 24 year old age range would have been roughly 18 years old when that album came out. This is important to note because 18 years old is about when Millennials started becoming more independent and accepting of the idea that rap and hip-hop is mainstream music. So for this demographic, rap and hip-hop is what should be targeted. Additionally, the graph spikes to its highest point at the present time which corresponds to the release of Kendrick Lamar's newest album DAMN. This shows that now is when there is the most traction for a social media campaign because interest is on the rise.

Interest in Kendrick Lamar from 2004 to the present

California Market Integration For Kendrick Lamar's DAMN.

In California alone, there are 2.86 Million people between the ages of 20 and 24 years old. California also has a high median home income of $54,500, roughly $5,000 higher than the national average. This would indicate that Snapchat would be a great tool to use for a social media campaign to promote DAMN. because the Pew Research Center found that, while most teens use Facebook, Snapchat is more likely to be used more often by wealthier teens. The chart to the right shows the distribution of social media types depending on the household income. It is important to target wealthier teens because it costs money to purchase music or music streaming services like Apple Music or Spotify. So to get more people to listen to DAMN., they must have some extra money to spend on it.

Population Age 20 - 24 Years Old (California)

Median Home Income of $54,459 (California)

Keyword Comparison

A keyword comparison between Kendrick Lamar (the artist), DAMN. (the actual album title), and damn (a simplified version of the album title), shows that the artists name is far more influential online. Furthermore, a search within the U.S. shows one of its most heavy focuses is in California, which reinforces the fact that the social media campaign should be exposed there.

Keyword Interest

Blue: Kendrick Lamar

Red: damn

Yellow: DAMN.

(past 30 days)

Sample Headline:

You Need To Listen To This Awesome New Album By Kendrick Lamar

Sample Article:

Kendrick Lamar Reinvents The Rap Game Again In His Awesome New Album DAMN.

Kendrick Lamar, the Compton, California rapper and generational icon, released his newest album DAMN. on April 14th, 2017. He has been known for pushing rap and hip-hop in new directions musically and lyrically since the beginning. Most notably, his To Pimp A Butterfly album incorporates an abundance of soul, jazz, and spoken word, all of which took the stereotypical rap and changed it into an extremely relatable and meaningful story. In DAMN. he does it again, but in a much more subtle manner. DAMN. is the pinnacle of his projects and draws from all different aspects of his previous albums. The rap and love heavy basis of good kid m.A.A.d. city. The tough self-empowerment from Section 80. The realness and self-transformation of American society from To Pimp A Butterfly. All of these combine in DAMN. to show the factors of a personality and the stories they create.

Organized List of Keywords in Viral Headlines

(retrieved from Buffer Social)

The sample headline and subheading above uses three of the most popular words in viral headlines and two from the most popular uncommon word list. This, combined with the keyword Kendrick Lamer, should be enough to create a viral buzz around this campaign and increase exposure.

Google Sites

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