Portfolio 2023
Partnerships
gergana
About Me
Hello!
I’m Gergana Ivanova
Results-driven Senior Partnerships Manager with expertise in leading cross-functional teams within the digital entertainment and music tech sectors. Demonstrated success in global business expansion through strategic and brand partnerships. Proficient in identifying and pursuing new business development opportunities.
Proven track record of cultivating impactful collaborations with industry leaders such as Red Bull, Snap, Meta, adidas, Universal, Warner, Sony, LG, and Huawei. Skilled at driving growth, fostering brand visibility, and achieving strategic objectives.
Why Partnerships?
At its essence, innovation is the art of connecting different thoughts in your brain. Creativity is just linking things together. Much like partnerships.
When finding synergy between businesses, often 1+1=3 where the true value goes far beyond just numbers. This dynamic, where connections create more than expected, is what makes partnerships my true passion.
What I’m actually doing
Step 1. Business Development:
- identify potential partners & outreach
- negotiations with C-level and deal close
Step 4. Overseeing the partnership execution hands-on:
- drive creative & product briefs
- provide timely feedback & ensure all tasks are delivered up to standard
Step 2. Internal cross-team brief:
- align with the respective teams’ roadmaps to secure timely execution (product, marketing, creative, engineering)
Step 5. On-the-go timely analysis:
- monitor the campaign performance from the start and draw timely conclusions
- dynamically adapt direction and execution if needed
Step 7. Scalability and continuation
- further discuss potential next steps to continue the partnership
Step 3. Marketing strategy:
- identify the target audience & craft the campaign concept
Step 6. Reporting & analysis:
- pull data and analyze results, measure success, and draw conclusions
- structure the results in a case study and present to C-level
Partners across my portfolio
Brand & Content
Distribution & Monetization
Mobile Apps
Tech
Media Partners
Labels & Music Shows
Tech Partnerships
The Why?
ACCESS TO COMPLEMENTARY TECHNOLOGY
INCREASED CUSTOMER ENGAGEMENT
ACCESS TO NEW
MARKETS OR
SEGMENTS
IMPROVED PRODUCT FUNCTIONALITY
Snap
First Partner to integrate Snap Lenses within its product
Skills in Action:
- Secured marketing support across India and EMEA for the new product feature
- Monitored and analyzed data to conclude the impact on topline KPIs
Results:
- Prominent mention in Snap's investor letter & Snap partner summit
- 26.2x more comments
- 20+ PR publications
Facebook, YouTubeTikTok, WhatsApp, Instagram, MX TakaTak
Sharing integrations with key strategic partners
Skills in Action:
- Secured marketing support across India and EMEA for the product feature
- Monitored and analyzed data to conclude the impact on topline KPIs
- Secured the MXTakaTak integration - Indian TikTok alternative (after the TikTok local ban
Results:
- 4M+ Daily Collaborations
- Ability for users to customize their content and share it across any social platform
Distribution & Monetization
The Why?
ACCESS LARGER CUSTOMER BASE
SHARED MARKETING AND DISTRIBUTION COSTS
INCREASED BRAND EXPOSURE AND RECOGNITION
ADDITIONAL REVENUE STREAM
Skills in Action:
- Project management and marketing support
- Negotiated the ICICI Bank integration
- Measured, analyzed, and reported results for the Amazon Vouchers and ICICI Bank loyalty program
Telkomsel, Digi, Amazon, Huawei, ICICI Bank
Integrations and Results:
- +33% in subscriptions: MusicMax bundle
- ‘Best Trending App’ at Huawei AppGallery’s 2022 Editors Choice Awards
- ICICI Bank: Smule became part of the loyalty program of the bank in India
- Bundle deal for Smule VIP subscription with Telkomsel (leading telco in Indonesia) and Digi (telco in Malaysia)
- Amazon Vouchers with Smule VIP subs
Brand and Media Partnerships
The Why?
SHARE MARKETING COSTS AND RESOURCES
DRIVE ENGAGEMENT AND CONТENT CREATION
ACCESS NEW SEGMENTS
AND NICHE AUDIENCES
INCREASE BRAND
EXPOSURE
‘Sing the Health Out of It’ | adidas
The Campaign:
Smule co-partnered with adidas to organize a branded global challenge and cross-promote each others audiences by tapping into the mutual benefits singing and exercise have on mental health and empowering users to share their emotions through music. Smule users were invited to “Sing the health out of it” in a contest page in the app and submit their performances
with a hashtag. аdidas provided prizes for the winners (headphones,
premium subscriptions). The campaign had an extended
media promotion and ran for 1 month.
Results:
- 47M media reach; 200K organic impressions on social media
- 45K+ unique recordings; x2 in-app CTR
- 1 award: ‘Best Entertainment App Campaign’ 2022 by App Growth Awards
Skills in Action:
- Initiated and secured Smule's first ever branded challenge with adidas, a successful case study that paved the way for future brand partnerships.
- Added unique value to the Smule community and generated compelling content.
- Crafted the marketing and creative approaches and secured excellent execution through cross-team collaboration.
Skills in Action:
- Oversaw the marketing and creative assets execution
- Results analysis and readout
- Supported partnership relationship and coordination
Pride Challenge | Meta
The Campaign:
In celebration of Pride month, Smule and Meta teamed up to run a challenge within the Smule app. The Smule community sang Pride anthems such as Lady
Gaga’s “Born This Way” and Whitney Houston’s “I Want To Dance With Somebody.” Users also had the opportunity to sing along with LGBTQ+
artists and allies such as Adam Lambert on Queen’s “I Want To Break Free” and songwriter/producer Nile Rodgers on Diana Ross’s “I’m Coming Out.” Meta sponsored 300 1-year VIP Smule subscriptions to be used as prizes for the Challenge (ARV: $15,000 USD). Meta also provided funding and ad credits to boost social posts promoting the Challenge.
Results
- 7.1M Impressions on Smule
- 765K engagement on Smule & 40k performances created
Your Horoscope in a Song | Nebula app
Social-first campaign, tailored for Gen Z as a target audience
The Campaign:
Smule and Nebula, one of the leading astrology platforms, teamed up to create the 2023: Horoscope in A Song astro-playlist. This collaboration aimed to help people tune into the new year's energy, find inspiration, and encourage creativity and fun. Nebula provided predictions for what 2023 holds for each zodiac sign, and Smule worked with 12 performers to create the playlist consisting of 12 song invites, one song per each zodiac sign. Each song was inspired by the horoscope for the corresponding zodiac sign and invited people to sing and set the tone for the new year.
Results:
- 950K in-app engagement; x2 in-app CTR
- 109 PR mentions, 1M impressions on AppStore
- 393% higher than the average post engagements
Skills in Action:
- Initiated contact with the partner, pitched the idea of a co-branded challenge, and closed the partnership.
- Oversaw and directed marketing strategy and analyzed results. Communicated the same directly with the executive team.
- Secured a long-term, scalable partnership.
- Secured free media coverage.
Embrace Your Rhythm | BetterMe
Raising awareness around mental health through a co-marketing partnership
The Campaign:
In today’s fast-paced world, where stress and anxiety have become an inevitable part of our lives, finding inner peace and improving our mental well-being has become more crucial than ever. To help individuals in their pursuit of improved well-being, Smule and BetterMe joined forces to present the Embrace Your Rhythm campaign, a unique opportunity to explore the therapeutic benefits of music, help you find your inner peace, and boost your mental well-being. This campaign serves as an exemplary case of how strategic co-branding can significantly impact both business metrics and convey a meaningful message.
Results:
- Outstanding x3 than usual CTR
- Remarkable 76 million impressions on the Play Store
- Notable social media engagement, reaching new audiences for both brands
Skills in Action:
- Leveraged previous partners to connect us with a new partner, BetterMe.
- Oversaw and directed marketing strategy, implementing innovative elements. Analyzed results and communicated the same directly with the executive team.
- Secured a long-term, scalable partnership.
- Secured free media coverage.
New year, New me | Hama
Introducing Hama’s newest headphones as their entertainment partner
The Campaign:
In celebration of the new year, Smule and Hama teamed up to run the #NewYearNewMe challenge within the Smule app. The goal of the challenge was to encourage the Smule community to come together and celebrate the start of the new year by spreading positivity through music while also raising awareness around Hama’s new innovative product the 'Passion Turn' 2-in-1 headphone-speakers. The Smule community sang uplifting and inspirational songs such as Queen’s “I Want To Break Free”, Kelly Clarkson’s “Stronger”, Marvin & Tammi Terrell Gaye’s “Ain’t No Mountain High Enough”, and more.
Results:
- 3M in-app reach; 775K engagements in-app
- 34.4M app stores impressions
Skills in Action:
- Approached Hama, pitched the concept and closed the deal.
- Oversaw and directed marketing strategy and analyzed results. Communicated the same directly with the executive team.
- Secured a long-term, scalable partnership and healthy relationship with the partner.
Smule x LG: Shawn Mendes, Nick Jonas, Charlie Puth
The Campaign:
Smule partnered with LG to onboard 3 premier artists to hold an in-app contest. Smule users in the US were invited
to sing with Shawn Mendes, Nick Jonas and Charlie Puth and submit their duets to a competition. Smule supported
the campaign by recording and publishing performances, driving traffic to the performances and encouraging users to join the competition. LG amplified the campaign through their paid digital marketing channels and on social media.
Users had the unique opportunity to sing along with a star and also get the chance to get featured and feel like one.
Results:
- Total duets with Shawn Mendes - 1.2M; Charlie Puth - 1.8M, Nick Jonas - 565K
- LG brand imagery improved +5% across demos
- Viewership ~34M impressions across social media
Skills in Action:
- Project manager of the partnership
- Hands-on coordination of the recordings of all semi-finalists in the local studio in Berlin
- Organized a meet-and-greet in Berlin as the prize for the contest winners
- Cross-team coordination between product, design, video, marketing, engineering and music teams
The Voice of Germany
The Campaign:
Smule organized a contest in the app, where people from all over Germany got invited to sing with Tim Bendzko. The best performances were used in the official TVoG trailer for the new season. We also ran a ‘Sing with TVoG semi-finalists’ contest towards the end of the season where winners could win tickets to the finale as well as a meet and greet with the semi-finalists.
Results:
- 5,000 participants from 1 week only to sing with Tim Bendzko
- 12,000 followers on TVoG profile in Smule app
Mirchi Music Awards
Equivalent of the Grammys in India
The Campaign:
Part of a media for equity partnership with India’s biggest media conglomerate. A contest run on Smule with its culmination being the big winner performing live on the stage of the Smule Mirchi Music Awards. Smule was the title sponsor for the Indian equivalent of the Grammys where we've had a branded interactive booth on the purple carpet, branded on-stage integrations and on-air extensive promotions. We also gave a Most Jammed Artist award to our partner artist Darshan Raval.
Results:
- 50M viewership
- Organic Installs (+68%), DAU (+21%), Brand awareness (+73%)
Skills in Action:
- Marketing and project manager of the integration for 3 consecutive years
- Hands-on coordination during the day of the event, live in Mumbai.
- Oversaw and directed marketing strategy and analyzed results. Communicated the same directly with the executive team.
Skills in Action:
- Negotiated the full media barter deal. Onboarded 13 celebrities in a difficult market and secured on-air branded time without fees which is a non-standard for the industry
- Hands-on manager of the full integration with the Indonesian team, assuring brand accuracy and on-air placements were intact.
The Campaign:
Fantastic Duo is a TV show where celebrity singers are on the lookout for duet partners. Smule and MNCtv Indonesia partnered to organize a TV show in the form of a contest, where Smule would be the auditioning partner and winners will be invited to sing with their idols on live TV. This created a unique opportunity for undiscovered talent to perform live and showcase their abilities.
Results:
- TV Reach: 200M viewership
- Listens: 1M+; Loves: 700K; Unique Recordings: 80K+
Fantastic Duo Indonesia
Equivalent of the Grammys in India
Content Partnerships
The Why?
IMPROVED PRODUCT OFFERING
INCREASED CONTENT AND ENGAGEMENT
ACCESS TO NEW
AUDIENCES
INCREASED BRAND CREDIBILITY
‘Trolls Band Together’ by DreamWorks
The Campaign:
Smule and Universal teamed up together to bring 3 of the soundtrack songs for the 3rd installment of the Trolls movie franchise. Users could sing songs by Justin Timberlake, Anna Kendrick, Camila Cabello, AND the most anticipated *NSYNC reunion, exclusively on Smule. People could also win Trolls’ prizes, get featured on socials, and fully immerse in the Trolls’ universe through custom-Trolls-themed: Snap lenses, Lyrics-only animation, and a pitch bar with a Troll head (showing users whether they’re hitting the notes while singing).
Results:
- Exclusive Trolls content, leading to sig lifts in retention
- CTR x3 vs usual baseline (in-app message)
- 50K duets
Skills in Action:
- Negotiated a barter deal with DreamWorks & secured Smule as the exclusive karaoke partner. (no fees, non-standard for the industry)
- Secured the release of a custom product feature to enhance the quality of the campaign for our users. Custom pitch bar with a troll for the 1st time.
- Managed the whole marketing campaign, from conception to deployment.
Red Bull Spotlight x Autorap
The Campaign:
Red Bull India and Autorap partnered to offer a platform for newbies and aspiring rappers to practice their skills, have fun and showcase their identity through making music. Users were offered the opportunity to join famous Indian artists or simply to jam on Red Bull’s own beats. The 1-year long activation consisted of weekly challenges with cash prizes.
Results:
- Total recordings: 1.3M
- Total Streams: 80K
Skills in Action:
- Project manager during the full 1y of the partnership
- Communicated directly with Red Bull to secure the best placements on the reality show
- Measured, analyzed, and reported results to the executive teams of both partners
- Cross-team coordination between product, design, video, marketing, engineering and music teams
Jam with Lakshay | Sony Music
The Campaign:
Sony Music India collaborated with Smule for the promotion of their latest hit 'Mera Banega Tu' from the movie Liger. We organized a contest in which users can jam with the singer and movie star Lakshay Kapoor. Four lucky winners got chosen to attend a masterclass with a leading composer, and three more winners received Amazon vouchers worth INR 2000, courtesy of Sony.
The artist even proactively, not as part of the deal, shared that ‘he’s on the app store’ on his IG. You rarely see this from artists - he was just too excited of being featured
Results:
- 19M in-app reach
Skills in Action:
- Led the negotiations with Sony Music. Securing an artist in India with no cash involvement (especially post Covid) is a challenge but we managed to onboard Lakshay and continue the partnership long-term.
- Coordinated the App Store feature with Apple.
- Measured, analyzed, and reported results to the executive teams of both partners
International TV Commercials
Campaigns and Results:
- Tesoro Clothing Boutique: project manager on site for the TVC and marketing manager of the launch strategy
- Ted Bed: coordinator on set and marketing manager of the digital strategy
- Smule India: marketing manager of a media for equity partnership where this brand campaign was a key part of the annual local voice strategy. +133% awareness
- Smule Germany: on-set coordinator in Hamburg and marketing manager of the brand campaign. -18% CPI long-term
You Can Contact Me
Call
+359 883 546 994
LinkedIn
https://www.linkedin.com/in/gerganaivanova1733/
Mail
gergana.ivanova1733@gmail.com