Greenroom

Greenroom – Designing
a powerful media-brand.

Brand Strategy, Brand identity, Design, Social, Influence, Event, Scenography

Context

A new 3-year 360° strategy had to be defined for Greenroom. The objective: to provide a new positioning statement, moving from a curator and sponsor role to that of a producer.

Idea

To turn Greenroom into a media through a refreshed identity with a new logo and a new tagline “Mix Music & Match People”, a new editorial line with a more relaxed tone of voice and new and unexpected event concepts: The Greenroom Village, mini-clubs & and of course Greenroom Experience, the epitome of this new mindset.

Performance

This new strategy succeeded on boosting the engagement rate on social media by 400% and resulted in recruiting more than 66 000 fans on 2018 alone. Greenroom keeps reinventing itself to continue surprising its users.

Out of the box events

Mini-clubs thought up to express musical diversity and create real interactions between festival-goers. An adjustable concept, easily adaptable to all types of events: partner festivals and our own events.

A music media gone social

A fluid editorial strategy and a multi-platform engagement mechanism. More than 10 exclusive social media posts per day on Greenroom’s social media platforms. A creative and impactful strategy based on interactions and sharing. A sharp media strategy, created in collaboration with Publicis.

The Grand Finale

Building up on these years of staggering successes in the digital world and true to its pledge to turn itself from a curator to producer, Greenroom threw its very own festival: Greenroom Experience. A free three-day long festival in Paris, with a secret line-up curated to mix genres and gather music enthusiasts from all walks of life. 
Thanks to a massive media plan combining class-A influencers, OOH and major media partnerships alongside owned social media levers, the event gathered +3,000 attendees and reached over 15 million unique users.

Championing music live streaming since 2020

In the midst of the COVID-19 crisis, Greenroom demonstrated its sharp sense of agility, offering live weekly concerts on Twitch and Youtube Live, gathering hundreds of thousands views. This ambition later crystallized around a brand new livestream concept, named Greenroom Experience, live streaming interviews hosted by influencer Gael Mectoob and live performances from prominent French artists such as Myd, Arnaud Rebotini or Alice & Moi.