It Starts Here

 

To spread the word about our new subscription option last fall, we challenged some of the top YouTube influencers in the filmmaking industry (totaling over 9 million followers) to create videos using one of our songs as a prompt.

 
RyanPiper-WebsiteAssets-ItStartsHere-Slider-1b.jpg

Shipping Crates

We started with one simple idea: every YouTuber needs fresh content. With this in mind, we pre-packaged everything they would need to make a video – all the way down to props and music – and shipped it directly to their doorsteps. How could they resist?

To ensure our challenge would make an appearance in their videos, we wanted to make the unboxing unforgettable. So, we built shipping crates with custom-fabricated shelves, drawers, mounts, and compartments to house every prop intentionally and beautifully. Then, we hand-painted the crates in the colors of the campaign and tagged each one with custom messages, marks, and logos.

RyanPiper-WebsiteAssets-ItStartsHere-Slider-3.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Boxes-16.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Boxes-17.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Boxes-8.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Boxes-15.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Boxes-1.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Boxes-20.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Boxes-7.gif
RyanPiper-WebsiteAssets-ItStartsHere-Boxes-5.gif
RyanPiper-WebsiteAssets-ItStartsHere-Boxes-6b.gif

Instructions

In every box we also included an ‘instruction manual’ that revealed the song and theme when held to the light. We intentionally made these bigger than life to bring attention to Musicbed wherever possible throughout the video.

RyanPiper-WebsiteAssets-ItStartsHere-Instructions-3.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Instructions-2.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Instructions-1.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Instructions-4.jpg

The Videos

Needless to say, things got a little crazy. Over the course of the campaign, our partners shot tanks, swam with sharks, raced moto-chariots and much more. It was a huge hit, and every influencer eventually signed on as an official Musicbed Ambassador.

RyanPiper-WebsiteAssets-ItStartsHere-Videos-22.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Videos-1.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Videos-9.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Videos-16.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Videos-7.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Videos-14.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Videos-23.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Videos-17.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Videos-6.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Videos-15.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Videos-2.jpg

Social Media

As influencers released their videos we also served social media ads to their audiences that included imagery of Musicbed artists and pushed traffic to our subscription landing page.

RyanPiper-WebsiteAssets-ItStartsHere-Social-1.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Social-5.png
RyanPiper-WebsiteAssets-ItStartsHere-Social-8.png
RyanPiper-WebsiteAssets-ItStartsHere-Social-2.png
RyanPiper-WebsiteAssets-ItStartsHere-Social-11.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Social-9.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Social-3.png
RyanPiper-WebsiteAssets-ItStartsHere-Social-10.jpg
RyanPiper-WebsiteAssets-ItStartsHere-Social-13.jpg

Results

Less than six months after our subscription option launched, our videos reached over 1,450,000 views and are generating an average of 20,000 clicks/month on corresponding affiliate links.

"It’s probably the coolest package I’ve ever gotten in my life." — Matti Haapoja

"This is a big deal and we'll be using Musicbed in a lot of our videos." — Devinsupertramp

"These were literally the best props to shoot slow motion with" — Chris Hau

"What the EFF did you send us!!?" — Shonduras

"Props to Musicbed. Like, what the heck?" — Niles, Moment

 
 

Behind The Scenes

IMG_2543.JPG
79FA2796-DC55-44CE-B36D-109D86B65751.JPG
IMG_2746.JPG
IMG_2722.JPG
IMG_2789.JPG
IMG_2647.JPG

IMG_3005.JPG
IMG_2648.JPG
IMG_3061.JPG
IMG_2674.JPG

Creative Direction
Ryan Smith, Counsel

Art Direction
Ryan Piper

Graphic Design
Ryan Piper
Isaac Esquibel
Farrah Yoo
Maggie Simmons

Copywriting
Steven Schwartz


Photography
Mike Finn
Isaac Esquibel
Maggie Simmons

Illustration
Ryan Piper

Video
Jeff Hampton