Music Mapped Wins Best SEO at The Drum Marketing Awards

It’s been another excellent week for the team here at Propellernet, with two awards nominations, one win and some rather happy faces.

Our Music Mapped campaign for Celebrity Cruises took home Best SEO at The Drum Marketing Awards and narrowly missed out on receiving Most Effective Use of Content at The Drum Search Awards.

We also discovered this week that the campaign has also been nominated for Best Use of Content at the CIPR Awards, and we’re so excited to see it gaining recognition.

The Best SEO accolade highlighted the campaign’s innovative approach to search. We’re always on the look out for fresh, smart ways to improve results for our clients, in an increasingly challenging industry.

Music Mapped was a campaign with a mission; to secure a high number of links and pieces of coverage, from a range of new and international online publications. But not just that – we also wanted to create an evergreen piece of content that could continue to draw interest and links even after we’d finished pitching.

So we created the Music Mapped tool, based on the pain-staking lyrical analysis of over 200,000 songs, to find mentions of destinations, not just in the title but within the body of the song. The final tool allows users to delve into different musical genres, or click through each country on the map to find the tracks that mention each destination. This provided us with incredibly rich data and a huge variety of angles and stories to pitch to a range of sites in multiple countries.

As it stands the campaign had secured 156 pieces of coverage, from 15 different countries, and 139 links. Coverage highlights include publications like Forbes, Mental Floss, Huff Post France, Spanish CN Traveller, Shortlist and The Culture Trip. To top it off, we also secured offline print coverage, have generated a storm of interest on social and received five pieces of broadcast coverage, including a 20-minute slot on a US radio station and the map inspiring journalist Dolly Alderton’s weekly playlist on her podcast The High Low, all of whom picked the story up naturally.

We’re incredibly proud of the campaign and the results it’s achieved. And with more nominations in the pipeline, fingers crossed for another win for our collection!