CASE STUDY Lovejoy

COMMUNITY MANAGEMENT

CASE STUDY Lovejoy

SERVICE: Community Management

Overview

UK indie rock band Lovejoy and their record label AWAL Recordings approached us to utilise our community expertise in creating and sustaining a safe environment for their predominantly younger fanbase on Discord.

They wanted a central location for their fans to get information, and a safeguarded space for like-minded individuals to find one another with clear and proper moderation.

Lovejoy’s community management also needed to promote high engagement through calls-to-action and community events.

The Challenge

When launching Discord communities, there are significant challenges and risks which call for mitigation and strategic solutions:

  • New Discord launches for pre-established communities can crash servers, with tens of thousands joining within a few hours.

  • Creating and maintaining an accepting and welcoming safe environment requires constant moderation. This is key with a younger audience.

  • Effective, high quality moderation through every community timezone requires a great deal of planning – especially during tentpole events.

Our Approach

Effective community building and strong leadership built a robust foundation.

  • Recruiting effective volunteer moderation from within the community helped maintain and build a strong community knowledge base, to assure safety and high engagement through empathy and understanding of community needs.

  • Humanised announcements and memorable, positive community events maintained high reputation and engagement for the Lovejoy brand.

  • By building with community at the heart of the server, we could grow upon the channel through meaningful analytics and dedicated community knowledge.

  • Close involvement with the community volunteers maintained high standards of moderation and great user sentiment through all of their work.

  • Well-crafted community rules and guidelines ensured the safety of all members, encouraging a positive and friendly environment of respectful interaction.

  • Ongoing analytics review facilitated optimal server management and messaging through an authentic understanding of community culture and behaviours.

RESULTS

  • The Lovejoy Discord server has become one of the largest music community servers in the world, and helped rally support for the band in the run-up to their first EP release.

  • 70,006 members were gained over the first five months.

  • Its high user engagement rate surpasses 150,000 messages sent every month.

  • We built a consistently safe environment for the community through high-quality moderation and regular meetings with volunteers.

  • The server achieves a new-member retention rate of 45.4%.

  • 35,810 members revisit the server every month.

  • Announcements are followed by 1,720 other Discord servers.

  • Community event participation reaches 1,000 peak users.