“At the end of our project, we had a new brand platform to drive programming, marketing and sales. We had a compelling reason for Madison Avenue to buy in. The Get Country platform changed the trajectory of CMT.”
Country music comes with a trunk full of stereotypes and preconceptions. The executive team at CMT knew it was time to take a hard look at their brand. Madison Avenue continually overlooked the crossover power of the country consumer and pigeonholed them for Chevy trucks and fried chicken ads, and country music fans were tuning out because of programming that stereotyped and ridiculed country. All of this while country music itself was gaining incredible traction across the country. Bulldog Drummond was brought in to help the brand develop a clear path forward.
We took a comprehensive look at the CMT viewer. Through detailed consumer ethnographies we uncovered the depth of what “country” actually means inside and outside of the heartland. We used these insights to identify and chart the shared values that connected CMT viewers, the country spirit and country music. We found that these values were universal among Americans, giving us a new lens to look at what it means to be country. We built a new brand platform—Get Country—around the shared values, which in turn created a new brand experience—redirecting CMT’s programming line-up, storytelling and marketing, reinvigorating both ad sales and viewership.