Beating the drum for Welsh language music in a campaign that made more people want to learn Welsh.
Dydd Miwsig Cymru supported the Welsh Language Strategy – a long-term vision of reaching 1 million Welsh speakers by 2050. Our brief was to deliver a bilingual, integrated PR and social media campaign that raised awareness of the day and Welsh language music and to:
From securing Rhys Ifans as an ambassador and interviews on BBC 6Music, organising gigs for all ages around Wales, millions of video views, to securing a live spot on the BBC Breakfast sofa for Huw Stephens to talk about Welsh language music to the whole of the UK, this campaign was a wild ride which smashed its objectives.
Wales is the land of song, but we knew that audiences might have preconceptions Welsh language music was limited to folk and choirs. Our strategy was three-pronged:
Working with a famous Welsh DJ we created six playlists (acoustic, electronica etc) sharing them where people listen in 2018- online platforms like Spotify and Apple Music. We also forged a partnership with Shazam, creating a unique code, scannable on smartphone camera, featured on collateral such as keyrings, stickers and posters, directing to the playlists.