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Miley Cyrus Unleashes Personal Touch to Thrill 150 Million Fans

Miley Cyrus aimed to make a lasting impression on her 150 million followers during a major release. To tackle the challenge of gauging excitement and connecting with fans, she employed automation sequences and one-on-one interactions. Her goal was to create an extraordinary experience for her dedicated fanbase.

Global Fan Engagement with SuperPhone®

Miley Cyrus and her team were able to build a call-to-listen marketing campaign for her new EP, SHE IS COMING, centered around fans from all over the world calling her hotline. Miley released her phone number to over 150 million followers across Instagram, Facebook, and Twitter with the tag line, “Call me. I dare you.”

Along with social media, her number was plastered on merchandise, billboards, buildings, buses, and even boats in major cities globally. Miley’s campaign continued throughout the summer and culminated with over 
1 million fans calling in and earned over 100 million social media impressions.
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Award-Winning Call-to-Listen Campaign with SuperPhone

Her efforts were rewarded as she won 2019 Digital OOH Award for Best Integration with Traditional and/or Digital Media from MediaPost and Ad Age praised the campaign as, “A wrecking ball to the usual promotional approach, masterminding a marketing campaign consisting of social media, out-of-home displays and a dedicated hotline that lets fans connect with her.”

With the assist from SuperPhone's automation, segmentation, and dynamic content features, Miley Cyrus was able to deliver personalized messages that resonated with her audience without triggering an increase in unsubscribes. The remarkable result? Miley's campaign achieved an impressive 23% click-through rate.

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Miley Cyrus' Innovative Marketing Tactics for EP Launch and Fan Engagement

Miley Cyrus harnessed the power of SuperPhone® to elevate her marketing efforts and evaluate their effectiveness. She employed two key features that proved instrumental in her success.


• Call-To-Listen
  Miley Cyrus rolled out her newest EP through offline and online activations. The phone number 1 (833) SHE-ISMC was posted on 300+ billboards globally from markets like Barcelona and London, to Australia and the United States, plus social media bios totaling over 150M followers. 

She bought major placements in Time Square to share the number, as well as 30+ different phone numbers in different countries so everyone around the world could partake.

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• Segmentation
  By sharing her number exclusively on social media platforms, Miley implemented a simple yet highly effective strategy. This approach resulted in the accumulation of an extensive contact list, surpassing 300,000+ individuals. 

As her tour date approached, Miley's team leveraged multivariable segmentation and geo-targeting to specifically target her audience. Through broadcast messages, each fan received direct links to purchase tour tickets in their respective cities. 

Additionally, fans were retargeted with another text broadcast message once Miley dropped her merchandise, featuring a link to make a purchase.

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