Social Media Marketing Competition

TunelGround, founded by an IIM alumnus, is a community platform focused on giving a voice to underground, emerging, and independent musicians. With a distinctive brand rooted in authenticity, rawness, and creative freedom, TunelGround recently launched its mobile app, which currently has over 100 active users.

Our vision is to be on the screens of all musicians and people who love music. TunelGround is not just an app; it is created to be the best stage for a musician in the world.

Over the next 6 months, the team aims to scale to 100,000+ mobile app sign-ups, while retaining its artistic identity and building a passionate, sticky community. You have been hired as a Content Strategist to increase brand visibility, drive user acquisition, and foster a strong music community using content marketing.

Challenges:

Develop a content marketing strategy to:

• Drive app installs and sign-ups through performance-driven content.
• Build trust and long-term engagement.
• Attract musicians, music studios, and event organizers to the platform.
• Enable user retention.

Key Deliverables:

Step 1:

Before you strategize for us, explore more about the brand:

• Download the app > TunelGround < from Play Store/App Store.
• Follow us on Instagram: [@tunelground]

Step 2:

Submit a Content Marketing Strategy Deck (max 10 slides) with ideas to scale the brand from 0 - 100K followers across digital media channels. Include the following:

• Target Audience Profiling: Define personas: musicians, studio owners, event organizers, fans.
• Content Pillars & Formats: What content will you create? (e.g., tutorials, behind-the-scenes, artist stories, reels, podcasts) How will it align with the brand voice?
• Platform Strategy: Which platforms will you focus on? (Instagram, YouTube, Spotify, LinkedIn, etc.) How will the content differ per platform?
• Campaign Idea: Present one flagship campaign (e.g., #MusicMaestros, “Studio Stories,” etc.) Include campaign objectives, sample posts, hooks, and expected outcomes.
• Community Engagement: How will you build a loyal community of musicians & creators?
• Measurement & KPIs: How will success be measured? (e.g., reach, conversions, app installs, engagement rate)

Evaluation Criteria:

• Understanding of the Brand & Target Audience: 20%
• Platform Strategy & Execution Plan: 20%
• Content Relevance & Brand Fit: 20%
• Impact & Scalability: 20%
• Presentation & Clarity: 20%

Submit your case at marketing@tunelground.com