Goals

When Boyz II Men first approached The Orchard through MSM Music Group/Benchmark Entertainment about releasing their latest album TWENTY, the goal for this North American campaign was to capitalize on the group's legendary status and tremendous stature and make the world aware of them as a modern brand coming out with a new album, not just a 20th anniversary record.

Key to this was The Orchard aiming to drive digital retail sales across platforms along with CD sales at Walmart, the exclusive physical retail outlet for TWENTY.

Tactics

Through various featured premieres, targeted interactive campaigns, effective product positioning and regular guest performances, The Orchard reached a diverse range of demographics in the digital space:

New songs and music videos "One Up For Love" and "More Than You'll Ever Know" were featured on VEVO and EW.com as exclusive video premieres respectively, and on USMagazine.com as a featured audio stream.

The Orchard secured placements on AOL's The Boom Box, which featured an interview with the Boyz; PerezHilton.com, who published an exclusive interview with Babyface, the legendary writer and producer of the songs "End of the Road" and "I'll Make Love To You"; ETOnline.com, which premiered the Boyz II Men EPK; and New York Magazine's Vulture Blog, which promoted a YouTube track-by-track piece featuring commentary and 30-second audio snippets of select new songs from the album.

The Boyz II Men online presence was given an update, with revamps of their Facebook, YouTube and Myspace pages; an album banner and promotional sliders were secured on iTunes' Home, Music main and R&B pages; and guest performances at Perez Hilton's CMJ party, alongside Mary J. Blige and YouTube stars Karmin, and with Justin Bieber on Dancing with the Stars have cemented Boyz II Men's return to their natural place - the forefront of popular music.