Case Study: Digital Marketing Campaign for Intercity (Electronic Rock Band)

Client: Intercity | Role: Freelance Digital Marketing Manager | Sector: Music / Entertainment

Overview

As a freelance Digital Marketing Manager, I partnered with emerging electronic rock band Intercity to take full control of their digital presence. From strategy to execution, I helped define their online brand, promote their releases, and grow their audience—leading to national radio play on BBC Radio 1, their largest headline shows to date, and the launch of a successful e-commerce platform. Learn more in this Case Study

The Challenge

Intercity had the sound, energy, and drive—but lacked a cohesive digital strategy. Their social media presence was underdeveloped, they had no central online hub, and their live shows weren’t reaching their full potential in terms of ticket sales. My brief was to overhaul their digital presence and put a sustainable framework in place to support long-term growth.

What I Delivered

1. Digital Strategy & Brand Alignment

I began by auditing Intercity’s digital footprint and developed a brand strategy to unify their online identity. This covered tone of voice, visual styling, channel-specific content plans, and a release and tour-aligned calendar to maintain momentum.

2. Website & E-Commerce Build

I designed and developed a fully branded website serving as both a content hub and merch store. The integrated e-commerce system enabled exclusive product drops, digital downloads, and bundle offers—creating a reliable, direct-to-fan revenue stream.

3. Social Media Growth

By combining platform-specific content strategy, targeted paid promotion, and day-to-day engagement, I grew Intercity’s presence across Instagram, Facebook, and YouTube. Our content and ad campaigns consistently converted casual followers into loyal fans and paying customers.

4. Mailing List Expansion

I implemented effective lead magnets—offering early track previews, new merch drops, and first access to tickets—to drive sign-ups. Email campaigns were segmented and strategically scheduled to coincide with releases, live shows, and merch launches, improving open and click-through rates.

5. Press & Radio Exposure

With a refreshed EPK (electronic press kit) and targeted PR outreach, Intercity gained coverage on genre blogs, digital magazines, and playlists—culminating in a BBC Radio 1 play, a landmark moment that significantly elevated their profile.

6. Live Show Promotion

Using geo-targeted ads, optimised event pages, and intelligent content rollouts, I supported the promotion of multiple headline shows, which led to a noticeable uplift in event engagement and ticket revenue.

The Results

• BBC Radio 1 airplay

• Sold-out headline shows with improved ticket sales

• Strong social media growth and engagement

• Website and e-commerce store launched, generating income

• Mailing list started and integrated with website, with higher engagement across campaigns

Conclusion

This project highlights how effective digital marketing—grounded in strategy, creativity, and consistency—can accelerate growth for independent artists. By overseeing every touchpoint, from website to social media and live event promotion, I helped Intercity turn attention into tangible, long-lasting results that built.

Let’s Work Together

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