Marketing Excellence Awards 2023 Singapore
Warner Music unravels new music and heartwarming tunes via Yahoo

Warner Music unravels new music and heartwarming tunes via Yahoo

share on


Following the political upheaval in 2019 and pandemic-induced travel bans, HongKongers’ focus on music have shifted from international bands to local ones. Warner Music wanted to remedy that by bringing more diverse tunes from around the world through a digital campaign done in partnership with BetterMe Magazine.

Extending meaningful connections with inspiration

Fostering meaningful connections with users and brands is at the core of Yahoo. To inspire the culturally savvy, Warner Music granted music licenses to publish hit tunes on the Instagram page of BetterMe Magazine, a Yahoo’s digital lifestyle content hub that cultivates positive habits and is popular among young, socially active, music-loving readers.

BetterMe hosted a themed page dubbed “Music to warm your heart” (音樂暖心) featuring music-related content such as editor’s choice tunes, insights, trivia plus both an advertorial approach to capture hardcore fans and softer editorial pieces to attract those looking for new inspiration.


This content helmed with links to the song’s Youtube and Spotify were also shared on BetterMe’s Facebook page, which has nearly 370K followers, to capture a wider audience base.

Timing is also key in this campaign: Instagram posts revealing novel genres of music in the late evening complemented daily custom-made Christmas Spotify playlists to tap into every listener’s habit.

Cultivating action to drive engagement

To foster an ongoing curiosity for music, the campaign has launched giveaways and an Instagram game during Christmas to drive engagement.

Participants could win a limited-edition Christmas gift set by answering questions, expressing their feelings about designated tunes and sharing Instagram posts – a move that built a sustaining effect on the listeners and boosted engagement. The gift was also a thoughtful marriage of local and international: coffee pour-over set in a box that, when scanned, it will lead to Michael Buble’s chart-topping festive tunes.

yahoooo 2

The campaign has successfully built a tight-knit and music-loving community and gained recognition at the Spark Awards for Media Excellence 2022 with three Silver awards in the categories of Best Use of Branded Content, Best Media Campaign - Social and Best Sponsorship Campaign.

This article is sponsored by Yahoo

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window