Project: The Pope and Deezer (2015)

Position: Senior Global Communications Manager, Deezer

Role: Project Lead, Communications Strategy

During one of my regular catch-ups with the Music Marketing team at Deezer, I spotted an opportunity that was marked as a ‘low priority’ release - Pope Francis was due to release a rock album called “Wake Up”. Although the team initially had reservations about how well the album aligned with Deezer's brand image, I successfully made the case for a PR campaign by showcasing instances in the media where the Pope had engaged in unexpected activities, such as having an Instagram account and actively using Twitter. Additionally, I identified key global markets with a significant Catholic presence (and where Deezer had a strong foothold), convincing the team to launch the album on Deezer one week prior to other streaming services.

Taking the lead, I collaborated with The Vatican’s communications team to shape our comms strategy. As part of our unique approach, we also extended an offer of a lifetime Deezer subscription to Pope Francis himself.

The campaign was a huge success. We secured Deezer's first-ever coverage on BBC News Worldwide and bbc.co.uk. Our efforts led to over 100 articles, and substantial broadcast coverage. This strategic campaign not only elevated Deezer's media presence but also showcased our innovative approach to PR and our ability to lead cultural conversations from the forefront.