Overview
One of the best ways to leverage a Community number is by focusing on longevity instead of virality.
Extratwopercent RECORDS, 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.
How Extratwopercent Uses Community
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
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
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
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.”
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
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