Sa Dingding

The brief

To support the launch of Sa Dingding’s debut album, Alive, by developing a new website, increasing the artist's exposure and building the Sa Dingding brand.

The site needed to reflect the elements that Westerners find most appealing about the East, as represented in Sa Dingding’s music. And, due to the uniqueness of her music and attitude, it was imperative to raise the profile of the artist around the world.

The objectives

• Build the Sa Dingding brand.
• Create a hub to talk to influential people.
• Support growing exposure for the artist in offline media.
• Create a vehicle for communicating with Sa Dingding’s most loyal fans.

The target audience

Both men and women, slightly mature, seeking more eclectic experiences.

The solution

The creation of a website that combined an array of conventional content (news, tours, streams etc) with unique execution, aiming to extend the visual and emotional experience delivered in Sa Dingding’s music and presentation.

A press release was issued to let users know about Sa Dingding’s new album with a free download of the remixed single attached to it.

The press release would raise Sa Dingding’s profile amongst the online community, both in the East and the West. The free music download would encourage people to look for Sa Dingding and help to spread the artist’s work to a wider audience.

The result

All the objectives set out in the brief were met or surpassed. Sa Dingding's website proved to be a very effective channel to communicate with the audience

Online PR:

• The Sa Dingding site was featured on the homepage of a variety of Western and Eastern websites.
• The press release generated much interest offline, including the leading US Asian broadcaster, LA-18.
• Sa Dingding expanded her audience and fan base to other countries including Finland and India.