Hailed as the party disguised as a music quiz, Sounds Familiar is every music lover’s dream. Featuring rounds full of chart classics, old skool anthems, indie bangers, mash-ups and guilty pleasures from the 60s to the current day, Sounds Familiar has hosted shows all over the UK, from Glastonbury and Brighton Fringe Festival to Edinburgh and Liverpool.
Tempt was brought on board to deliver PR, organic social media, paid social media, SEO and mailers.
CLIENT
Objectives.
- Strengthen brand identity with an engaging brand voice and visuals that resonate with the target audience.
- Increase awareness and drive brand recognition and visibility to attract new audiences in the key cities of London, Liverpool, and Edinburgh, with a particular emphasis on a relaunch in Liverpool.
- Create effective campaigns to boost ticket sales across all upcoming regional launches in 2025 and beyond.
Strategic
approach.
To kickstart the project, we hosted a brand workshop to delve into the brand. From this, we devised a 2025 and beyond brand & marketing strategy to include campaigns around awareness, engagement and retention.
We then delivered on promotional activities for specific events in new and existing cities, with PR and social media as the primary tactical channels.
PR
Our approach for PR consisted of targeted media outreach in each key city, as well as national pitching, for inclusion in ‘what’s on’ style articles and event listings. For the relaunch in Liverpool, we crafted a press release and pitched the story and invited key media to experience Sounds Familiar Music Quiz. We also utilised influencers in Liverpool and Edinburgh, to maximise upon brand awareness regionally.
Social media
For organic social media, we shifted the emphasis from heavily promotional content to UGC-style short form videos that showcased Sounds Familiar events in action. We mixed this in with meme-style and event-specific content. Our paid social media approach emphasised driving ticket sales in each key city, utilising video content to drive clicks to the ticket platform.
Summary
of activity.
In addition to conducting SEO improvements and sharing bi-weekly mailers, we:
Social media
- Created monthly content plans, including key activities & awareness days.
- Transformed Sounds Familiar’s social media presence, creating a clear content strategy and engaging posts, reels, & stories.
- Refreshed Sounds Familiar’s Instagram highlights to ensure brand consistency and clarity.
- Strategically promoted events across all social media platforms.
- Managed and optimised multiple localised paid social campaigns.
PR & influencer marketing
- Identified relevant opportunities and pitched for media coverage across cities.
- Crafted and distributed press releases for key target media lists.
- Sourced and liaised with influencers to drive event awareness & attendance.
- Identified and shared opportunities for paid media coverage.
- Pitched for event listing sites across events to maximise coverage.
Our Results
Across this four-month campaign, we generated coverage in national and regional titles, including MSN, London World, Edinburgh Evening News, Liverpool Confidentials, Secret Liverpool, and The Guide Liverpool. This coverage equated to more than 104.7 million opportunities to be seen.
Across four months, we grew Sounds Familiar’s social media channels significantly, securing 370 new followers and reaching 256,892 people. Sounds Familiar’s best performing TikTok during this time ‘went viral’ and surpassed 133,000 views.
Paid social media ads achieved an average cost per result of £0.14, which surpasses the industry Facebook ad average.
Meanwhile, SEO efforts vastly improved Sounds Familiar’s Google search ranking with several target keywords hitting the number one spot.