The Jonas Brothers are no strangers to connecting with fans. To get even closer to their Community members, the band launched a personalized birthday campaign that hit all the right notes.
The Goal: Make Every Fan Feel Special
The Jonas Brothers weren’t just looking to grow their fanbase, but deepen their connection. They set out to create a moment of delight that would feel personal, spark engagement, and drive merch sales. So they turned to a moment that matters to everyone: individual birthdays.
The idea? Make each fan feel seen with a thoughtful, well-timed message that felt less like a campaign and more like a shoutout from their favorite band.
The Challenge: Cut Through the Noise and Resonate
Standing out in such a loud world isn’t easy, even if you’re the Jonas Brothers. The challenge was to deliver something that would actually feel meaningful, not mass-produced, yet scalable.
With Community, they built an automated birthday message, sent out daily via SMS and WhatsApp, that used each fan’s name, a warm message, and a unique discount to make the day extra special. The campaign was a seamless blend of automation and personalization built as a set-it-and-forget-it approach to driving merch revenue.
The Results: $1M Sales, Thousands of Texts, and One Big Win
Since launching the campaign, the Jonas Brothers have sent thousands of birthday texts, each one timed perfectly and personalized with the fan’s name. With an impressive click-through rate, fans reciprocating the well wishes via SMS and sharing on social media, the campaign has driven more than $1 million in merch sales, proving that when fans feel seen, they show up.
By turning a simple “happy birthday” into a moment of joy (and a reason to shop), the Jonas Brothers hit the sweet spot between connection and conversion.
Why It Works
- Personalization: Each message was customized with first names and sent on the fan’s birthday, directly to their phones.
- Right time, right tone: Community’s automation made sure no fan was missed, while keeping the tone personal and warm.
- Built-in conversion: The merch discount was a meaningful gift, not just another promo code. It made it easy and meaningful for fans.
- Plug into their tech stack: By integrating their Community account with Shopify, the brothers could seamlessly measure sales and monitor the success of their campaign.
The Jonas Brothers found the perfect blend of fan engagement and business impact. By turning birthdays into a stage for connection, they created a well-orchestrated experience that strengthens the connection and keeps the merch sales rolling.
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