Sublime FM – Sublime Sunrise

Sublime is a commercial, nationwide radiostation that features funk, soul and jazz. You can listen to Sublime through FM, DAB+, online and mobile app. Sublime selects the most relaxing music that fits your mood. A fresh ix of music to relax at work, on the road, or to just chill by. Sublime features artists like Stevie Wonder, Amy Winehouse, John Mayer, Alicia Keys, Jamiroquai, Gregory Porter and John Legend.

Campaign

Last August, Sublime launched a campaign on our influencer marketing platform Join. The campaign focused on the launch of a new morning programme on the radio station. Using the hashtag #sublimesunrise they they motivated to talk about which music they like, and when they like to listen it. Promoting a radio station that airs in the morning, this was the particular focus.

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i've been getting back into painting early in the morning. rosy sunbeams stroking my cheeks as my paintbrushes stroke past a canvas. it's meditative. quiet. still. beautiful. i try not to check my phone before. i just roll out of bed and create. ๑ i can get so caught up in comparison. self deprication. all consuming insecurities. i get so easily swept away by the raging storms of my mind. and though they sometimes fuel my eagerness to create- they just as often distinguish any kind of light i carry with me. early in the morning i feel fresh. an open mind to match my blank canvas. my clean slate. i find courage in that. ๑ i've been listening to a lot of podcasts and radio lately. especially during these early morning sessions. when @sublimenl reached out to me i was genuinely surprised and so so happy, for my mum and i used to listen to Sublime whenever we went on roadtrips. hearing jazzy tunes fill my room makes me feel all fuzzy and nostalgic. it warms my heart. their new morning show Sublime Sunrise has become an essential part of my routine. it sets my mind straight for the day to come. reminds me to fuel the jazz in me. what fuels the jazz in you? ๑ #sublime #sublimesunrise #ad

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Strategy

For this campaign, Sublime decided to focus on Instagram and Blogs as their main channels. The content on Instagram consisted of stories and posts – combining specific moments of listening to the radio programme to stylish visuals to express the relaxed vibe. Blogposts were more in-depth, for example focussing on tips to start your day brightly or anything else related to a relaxed morning feeling. Check out a blogpost by Laura van der Spek here.

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💃DANCE THE MORNING AWAY💃 (NEW BLOG) In de ochtend word ik altijd het liefste zo relaxed mogelijk wakker.😴 Ik snooze 5x, eet op mijn gemakje mijn ontbijt en dan ga ik naar werk.🍞 Zelfs achter mijn bureau moet ik nog een beetje wakker worden.☕ Dit doe ik ontzettend graag met de jazzy en soulvolle klanken van @sublimenl !🎵🎵Voordat ik het weet ga ik al swingend door het pand. Sommige zullen mij voor gek verklaren, maar ik word hier oprecht gelukkig van. ❤ Even mijn momentje van de dag. 📸 @kevingeurts Link in bio! 👆 • • • #Instagood #Instadaily #Instamood #Influencer #Loveyourself #Love #happynow #mindset #dutchie #inspire #inspired #amazing #loveit #Inspiration #lawofattraction #positiviteit #enjoylife #thinkbig #doer #lifechanging #sublime #sublimesunrise #spon #Sponsored

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Results

The radioshow was an instant success – and so was this campaign! Influencers made great content on the morning show, and specifically the content of the blogposts was impressive. The cumulative following of the influencers on Instagram was over 105K followers, and the average engagement rate on Instagram was 7,4%. You’ll find a summary of the campaign stats below.

4 influencers
19 deliverables
105K reach
7.4% ER