Jackie, Tito, Jermaine, Marlon and Michael were five brothers from Gary, Indiana, who became one of the biggest pop groups in music history. One of Motown’s most successful acts in the 1970s, The Jackson 5 had four of their first singles hit the top of the Billboard chart, but the group’s appeal was more than just musical – they were among the first black teen idols to appeal to a white audience. The Jackson 5’s mix of mind-blowing musical talent and sheer charisma earned the family the status of pop royalty in the music business and later helped launch Michael’s legendary solo career.
- Rebuilt the Jackson family brand around the Unity Tour.
- Developed a five-year brand strategy.
- Successfully launched a world tour in June 2010 with over 75 performance dates.
- Completely sold-out the first show of the Unity Tour with a targeted social media campaign.
- Created new revenue streams for the Jacksons brand.
- B2C Audience Growth
- Brand Development
- Content Strategy & Writing
- Entertainment Brand Licensing
- eCommerce Solutions
- Social Media Marketing
- Website Design and Development
The Jacksons’ Unity tour brought a musical dynasty back to the mainstage and DECOSTA Global is proud to have supported the tour’s development.
By connecting fans to bespoke e-commerce sites and targeted Facebook content, DECOCTA Global increased concert ticket sales for what became sell-out shows all over the world.
In addition to box office results behind-the-scenes, DECOSTA also contributed to the on-stage experience. Our team created motion graphics and produced the video for the on-stage screens of Unity Tour performances, supporting the production design of an international comeback tour for the First Family of Music.
DECOSTA created brand identities for The Jacksons and their initiatives in apparel, television, music, and licensing. Our experience with internationally renowned artists delivered a strategic and nuanced creative process for a family of brands that a global audience can trust.
The Jacksons’ website was designed for digital storytelling – showing fans over 50 years of legendary music history with an elegant, fun, and engaging experience. Creating international fan engagement allowed the website to become a successful marketing platform for concerts, merchandise, and more.
A winning marketing strategy, supported with a network of custom landing pages and digital media, allowed DECOSTA to drive fans to buy tickets, support charities, and order merchandise. With thoughtful planning followed-through by quick execution marketing efforts were optimized based on real-time data, leading to growth in online sales.
The Jacksons had a clear social media objective: Re-active a dormant social media community to start conversations with fans directly. The Jacksons, together as a family, had no official social media presence before 2010. DECOSTA’s first challenge was working with record labels and existing fan clubs to bring together fragmented audiences into one new community. The results from the content that followed was a 120% audience size increase in its first 6 months of work, meaning that the official Jacksons’ Facebook Page and Twitter account had grown to reach over 491,000 fans every week during our campaign.
Few other artists have had a more significant or more influential impact on modern music than The Jacksons, and that story has captured the imagination of fans for over 50 years. DECOSTA applied its creative direction to new ways for that story to be told on mobile devices, for new and long-time fans alike. Forward-thinking initiatives like these helped to advance the Jacksons’ brand into the digital era to re-engage a valuable fan-base.
Few other artists have had a larger or more influential impact on modern music than The Jacksons and that story has captured the imagination of fans for over 50 years. DECOSTA applied its creative direction to new ways for that story to be told on mobile devices, for new and long-time fans alike. Forward-thinking initiatives like these helped to advance the Jacksons’ brand into the digital era to re-engage a valuable fan-base.
The Jacksons required a merchandise line including unique pieces where all fans would be eager to collect and could easily participate. With research and an engaging creative direction, DECOSTA created apparel designs at varied price points, contributing to success for the fan-favourite brand, J5 Collection.