The Veronicas: music video microsites
With the music industry walking a budgetary tightrope, it’s important that every piece of marketing collateral produced is maximised at every opportunity.
For the releases of the In My Blood and On Your Side singles, I worked with web developers and designers to produce microsites for each release. Each site served as a landing page for theveronicas.com and included a number of features:
- Fully responsive;
- Ability to track and retarget marketing to visitors;
- A set of ready-made GIFs created from the most shareable moments of each video;
- Clear calls to action (download, buy, stream);
- Links to key social channels.
Traffic for each video release and announcement was directed to the respective microsite to maximise the value in each earned click. Instead of directing a user to YouTube or Vevo where the next step is usually to another artist, users were given a number of potential pathways within the microsites, all of which kept them within The Veronicas’ ecosystem.