Tencent: JOOX Influencer Night

JOOX, Tencent's music streaming app, needed to break into the Myanmar market, where its success would depend on two stakeholder groups: the artists whose music it carried and the users who would stream it.

Tencent wanted a single night that could deliver its messages directly to the influencers who shape both groups, while presenting a glamorous occasion to everyone watching from outside. The event had to work as a relationship builder in the room and as content for the wider market.

Ruder Finn Era, then ERA Communications, selected the most trending artists and influencers across different audience demographics, so the guest list itself mapped the audiences JOOX needed to reach.

The team designed an experiential event exclusively for them, built to be highly Instagrammable and on-trend so that guests would share it without being asked. Live media coverage and amplification skills ensured that the night reached far beyond the venue, with the guests' own posts doing much of the work. The team managed all 40 influencers through the event and the content that followed.