Overview
- One of the best ways to leverage a Community number is by focusing on longevity instead of virality
- extratwopercentRECORDS, an imprint under Cash App Records, did just this by naming their first album release after their Community number, making them the first label to do so
- Beyond drawing attention to the number itself through the name of the album, there were a multitude of ways the label used Community to drive success — let’s take a look how they integrated their number throughout their campaign
Talent-Driven Growth
- While the contact card itself is branded as extratwopercentRECORDS, the label granted its up & coming artists Swoosh God, Nessly, and Odalys access to the number to help build its initial Member base
- The artists encouraged fans to text the # directly through their own social posts and bios
- Each artist also had their own unique emoji, allowing fans to easily opt in to Communities for updates from specific artists
![](https://cdn.prod.website-files.com/61099c7b2a7e7845d2ca167d/6123f584f0a12e1dfe006c3c_6039503902acf37585777010_321-430-0707%2520-%2520Artist%2520Bios-9024.jpeg)
Merch Drop
- Upon joining, Members were first rewarded by the artists who texted preview snippets of their songs, followed by wider teasers and CTAs about the album and its surrounding merch drop
- Closer to release, the label leaked the password to their online merch store, a full spread of merch prominently featuring the phone number, through text
![](https://cdn.prod.website-files.com/61099c7b2a7e7845d2ca167d/6123f584154beeebc858b9e3_6039560cfe1ae6272d42d5be_Image%2520from%2520iOS%2520(5)-9058.png)
Limited Sneaker Release
- In the days leading up to this leak, extratwopercentRECORDS also teased a giveaway to Members of an exclusive Nike Air Force 1, limited to 30 pairs
- Members were sent a graphic with the sneakers that included the #, along with the text “Post this image (make sure the number is showing), tag @extratwopercentrecords + your size” leading to a multitude of Story mentions, driving a spike in number visibility and Member growth
![](https://cdn.prod.website-files.com/61099c7b2a7e7845d2ca167d/6123f58448c672464cc415b7_6039562bc64535165f59048b_321-430-0707%2520-%2520Sneaker%2520CTA-9052.jpeg)
Merch / In-Album Integration
- extratwopercentRECORDS included their number prominently on all of their merch
- The introduction to the album is even the number’s voicemail, a recording of Nessly picking up the phone and saying “I can’t hear you, just text me and I’ll hit you back.”
![](https://cdn.prod.website-files.com/61099c7b2a7e7845d2ca167d/6123f584a9f30a4dd114d77f_6039564164943f26b6ca1b2c_321-430-0707%2520Merch-9086.jpeg)
Takeaways
To maximize success on Community, an all-encompassing strategy from number visibility to Member interaction is crucial — here are a few steps you can take to build this kind of campaign:
- Utilize all of your available channels and assets to drive long term growth
- Create FOMO by giving Members exclusive and early access that they won’t get anywhere else
- Incentivize and empower your Members to share your number so their friends and followers join as well
- Include your number on physical products to increase real world visibility