Groove Greenhouse Records buys and sells vinyl to enthusiasts and collectors across the world. They host virtual and in-person record auctions, pop-ups, appraise and provide ultrasonic cleaning and detailing to all inventory. Highly-niche and known for its meticulous quality and service, Groove Greenhouse Records is collaborating on new events with new partners to expand its customerbase, calling for an elevated brand and new communications strategy.
Groove Greenhouse Records launched into a partnership with a hipster downtown Chicago record shop. The vision was to host an on-site, live, in-person + virtual auction of their entire catalog of hard-to-find, needle-in-the-haystack vinyl. The challenge was how to get folks to attend this first-of-its-kind event.
The strategy: with event details defined, marketing promo tools were created and canvased in-person and digitally. Content calendar was created and scheduled, video and still content was produced and posted to give followers a clear picture of what to expect at the event (live music, raffle, drawings, vinyl cleanings, and networking with other collectors). An email campaign to opted-in subscribers echoed social messaging to increase exposure and awareness and bridged followers across different platforms.
Groove Greenhouse Records, new to Instagram, grew its followers by a whopping 700% throughout the course of the event promotions campaign, maximizing a reel, post, hashtag, tag and cross-platform follower strategy. Yes. Zero followers to start!
