fleaBITE
Overview
fleaBITE is a children’s music venture by Robin Nathan, focused on creating fun, engaging music for young audiences. I worked with Robin on several projects, including website design, music video production, and organic marketing campaigns. The goal was to increase brand visibility, engagement, and ultimately sales for the venture.
Marketing Goals
The primary goal is to raise awareness and engagement around the fleaBITE brand through consistent and creative content. Secondary goals include boosting Spotify plays, increasing social media interaction, and supporting Robin’s efforts in building a loyal audience. I also work to ensure fun, engaging visuals and professional quality content are maintained throughout the campaigns.
Challenges
• Building an online presence for a children’s music brand in a competitive space.
• Ensuring the content resonated with both parents and children, striking the balance between fun and professionalism.
• Limited resources meant that I needed to create cost-effective, high-impact content using my skills in copywriting, photography, and video production.
Strategic Approach
1. Website Design – Designed the fleaBITE website to align with the brand’s personality. The focus was on creating a user-friendly, visually appealing site that would make it easy for parents to access music and related content.
2. Social Media Content – Developed a strategy for consistent, fun, and engaging posts on Facebook and Instagram, creating high-quality graphics and videos to increase interaction and brand visibility.
3. Music Videos – Directed and produced the ‘Liver Lover’ music video, which was a finalist in the NZ Children’s Music Awards 2017. I also created the cover designs for the music videos, aligning with the brand’s tone.
4. Organic Marketing – Ran organic marketing campaigns on social media and via email newsletters (EDMs), promoting new releases and encouraging community engagement through interactive posts.
Results
• Spotify: 209,030 monthly listeners and 242K views for the ‘Don’t Sit Under the Poo Tree’ music video, reflecting a strong growth in audience engagement.
• Award Recognition: The music video for ‘Liver Lover’ was nominated as a finalist for the NZ Children’s Music Awards 2017, highlighting the quality of content produced.
• Engagement: fleaBITE saw significant growth in social media engagement, with an increase in likes, comments, and shares on Instagram and Facebook.
• Brand Visibility: Through creative and consistent content, fleaBITE increased its visibility in the New Zealand children’s music space and developed a loyal, engaged audience.
“Geni has been working with me to promote fleaBITE, my kids’ music venture, since 2012. She works on an occasional basis for specific projects eg designing our website, making graphic-based music videos (‘Liver Lover’ was a finalist in the NZ Children’s Music Awards 2017), and running marketing and promo campaigns. Geni has a very creative mind and is completely internet savvy. Basically, she knows everything that I don’t and has been a tremendous support. She is also very friendly and has a great sense of humour.”
Titles: Geni McCallum
Directed & Animated by Geni McCallum
Finalist for the New Zealand Children’s Video of the Year in 2017
Directed & Animated by Geni McCallum
