The start-up was co-founded by Brian Malouf, the legendary, multi-platinum US producer who has worked with the likes of Michael Jackson, Madonna and Mariah Carey.
CLIENT GOALS:
- acquire the first 100,000 users to prove the PMF
- raise global awareness about the project among the music lovers
THE GROWTH STRATEGY
Pre-launch campaign to build interest and generate leads
Leveraging the market void created by cancelled events during the Covid-19 pandemic, the team came up with the idea to host the first global online song contest. The contest encouraged the emerging music stars in every country to create profiles on Djooky platform while helping us build our base of music lovers who would register to support their favourite artists in the contest. Thus, we built the core of the future marketplace acquainting both musicians and their fans with the Djooky brand.
Target likely Early Adopters who'll kickstart a viral snowball effect
We specifically targeted music enthusiasts eager for discoveries. These individuals are not just fans but potential investors, perfectly aligned with Djooky’s innovative investment model.
Cost-effective geographic expansion
We initiated our marketing efforts in the regions with lower advertising costs — South America, India, and West Africa —allowing us to test and refine our messaging ahead of the global rollout, without major financial investment.
Campaign results
Our growth started to pick up speed and by the end of the 6-month campaign DjookyX had 100,000 users on the platform.
The project gained so much traction that it was featured in the US Billboard magazine.
