#014: The Warehouse Project launch – Part 1

The Warehouse Project is the biggest event series in the U.K.

The Warehouse Project recently rolled out the opening six shows for WHP21.

The results? All six shows sold out in less than 48 hours.

With so much to talk about, it is impossible to pick out everything WHP do with their marketing. I am going to roll these out in a few different parts over the next few months.

#014 – Part 1 will be a timeline on The Warehouse Project’s launch. Part 2 will roll out next week, focusing on WHP’s new event – Repercussion.

Let’s get to it.

Remember the blueprint to success is right in front of you, you just have to look in the right places.

WHP21 /// THE TIMELINE

11 MARCH – 20 APRIL /// WHP21 SOON

INSTAGRAM

The signup campaign for The Warehouse Project’s return started on March 11.

The posts on the first row (off-white) rolled out on the same day to create maximum impact on Instagram’s newsfeed. You will notice on their Instagram grid, WHP archived all of their previous posts. Archiving posts is becoming a common trend for brands when launching something new. With no WHP20 series, all of the content on their grid was over 18 months old.

As you scroll down WHP’s grid, you will notice a pattern. Everything on their Instagram grid is in rows of three. You will see what I mean by the photo of their grid below (right).

The launch content rolled out every few days over six weeks between March 11 and April 20. WHP’s approach to Instagram is to keep it minimal and impactful.

11 MARCH – 20 APRIL /// WHP21 SOON

TWITTER

On Twitter, it is the total opposite.

WHP’s Twitter strategy is the assets shown above, throwbacks from the archive of previous events and retweets from artists and fans. This strategy results in millions of impressions per month and thousands of clicks to their website every month.

WHP21 /// BRAND GUIDELINES

Let’s talk about something underrated in The Warehouse Project’s launch strategy – copywriting.

For as long as I can remember, The Warehouse Project has used the same captions, phrases and layout. Every caption begins with the season of WHP, the event brand or artist in capital letters and then three forward slashes.

This copywriting style is part of WHP’s brand guidelines. Everything’s written in the same way, every single year.

WHP21 /// SOON.
WHP21 /// UNDER CONSTRUCTION.
THE WAREHOUSE PROJECT RETURNS.
WHP19 /// METROPOLIS – ANDY C.
10.09.21 – 01.01.22
WHP21 RE-OPENING REVEALED.
WELCOME TO THE WAREHOUSE.
WHP21 /// 25.09.21 WELCOME TO THE WAREHOUSE PT.1 – SOLD OUT.

And their most famous one – ‘FOR TWELVE WEEKS THIS CITY IS OURS’.

The Warehouse Project
The Warehouse Project

WHP21 /// THE LAUNCH

The Warehouse Project revealed their lineups at 9 AM on Tuesday 25th May – one day before pre-sale tickets go on sale.

The posts on launch day were yet again posted in threes.

The Warehouse Project Reopening revealed post completed the set of three similar style pieces of artwork. Behind the main image, were six animated graphics, featuring the first six lineups of The Warehouse Project’s season. The six lineups were then posted individually throughout the day onto WHP’s main feed.

The animated graphics are five seconds long. Now, this is important. With the graphics only being five seconds long, this creates a never-ending loop. Every unique user needs to read the lineup. With so many artists to quickly scan, this could take up to 30 seconds. Every user is watching these videos 5 to 6 times before engaging. That will push WHP’s posts up the Instagram algorithm, resulting in a higher ranking in the feed.

WHP21 /// THE COMPETITION

Every season The Warehouse Project runs the same competition – tag three friends to win a WHP season pass. On Instagram, they asked fans to share this post to their stories, while on Twitter, they encouraged tags and RTs. Both of these measures increase reach and awareness.

The Warehouse Project strategy the day before tickets go on sale is to take over the internet in the most organic way possible. This strategy helps create hype and drive ticket sales. 📈

WHP21 /// FACEBOOK EVENTS

I don’t talk about Facebook results very often in these newsletters.

The Warehouse Project is one of the few event brands that can still utilise Facebook organically. On the lineup announcement, WHP announced six individual Facebook events.

Considering each WHP event is around 10,000+ people, the numbers attending these Facebook events are 10%. For the leading event series like WHP and LWE, Facebook events are becoming less important as their marketing focuses on sign-ups and driving traffic to websites.

For smaller promoters, a Facebook event still has importance. But a clean and engaging website is much more for customers and data collection. Data is everything!

The Warehouse Project
The Warehouse Project

WHP21 /// THE RESULTS SO FAR

The scale of this announcement goes beyond the seven posts on WHP’s Instagram feed and the fans shares on Stories.

The video views on these seven posts add up to over 150,000 on Instagram alone. Eric Prydz’s WHP announcement alone has 64,315 views. That’s over a third on one individual post from one top tier artist. The Warehouse Project announced over 150 artists for six shows…

Then there is the press. The Warehouse Project’s announcement creates news pieces from all corners of the industry. The local Manchester press talks about it, dance music publications like Resident Advisor and DJ Mag talk about it, even cultural platforms like HighSnobiety and Complex talk about The Warehouse Project and often partner with them throughout the season.

All six events sold out, with no more tickets being released. WHP used Twitter to update the audiences when an event sold out.

WHP21 /// WHAT’S NEXT?

The Warehouse Project runs interrupted for 12 weeks with some weekends hosting three shows.

So far The Warehouse Project has announced six shows, as well as a number of one-offs, shows at other venues in Manchester. There are still 9 weeks of events still to be announced as well as the announcement of New Year’s Eve and New Years Day to come.

When The Warehouse Project says ‘for twelve weeks this city is ours, they really do mean it. Before they take over the city, first they take over the internet.

See you next week for The Blueprint #014: The Warehouse Project launch – Part 2.

Andrew at Socially Sound 🔊


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Read previous editions of The Blueprint below:

#013: Market your radio show like Charlie Tee
#012: Launch your event like FUSE
#011: Create engaging studio content like Fabe
#010: Create personal content like Sorley
#009: Market your music like London Grammar

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