While the phenomenon of brands using music (celebrities or otherwise) in their marketing has been around long before #YOLO was a thing, it can be challenging trying to quantify just how having a music strategy translates into a measurable benefit.
However, it's clear that companies are still willing to bet big bucks in this arena; as many continue to spend millions on celebrity endorsements, specialized music branding or even creating their own record labels.
For this edition of music monthly, we decided to analyze Mountain Dew, Red Bull, and Vans to see how their main accounts compared to their music focus accounts on social media. More specifically, to find out if there are differences in how social audiences engage with the content, depending on the brand positioning. Here's what Unified, a social advertising company, found: