Hello!
I am currently conducting research and writing a case study for a college music marketing and promotion course about the Love Yourself series and what strategies they used to promote each album and campaign. For the case study, I have to focus on a specific marketing strategy for an album, to which I chose the Love Yourself series, and take a deep dive into the investment of time for the album/series/marketing phenomenon that I chose and look into the resources they used to communicate and exchange value between the creator and their audience/consumers.

The main focus of my case study is how the marketing for the album series has been and is effective and how BTS has created an authentic brand through their “Love Yourself” motto, charity work/love yourself campaign, and through this album series. I also want to focus on how the brand that they have created has showed fans that they care about them, although it many only be on a superficial level.

Right now, in conducting research, I am looking at what BTS/their company did prior to the release of their first Love Yourself album (and also the other ones) in terms of their marketing strategies (word of mouth marketing, cause marketing, etc.). I have found that they released blimps for the love yourself/UNICEF campaign, but I am struggling to find other examples of how they promoted the album (example: how Doja Cat put statues of herself in multiple cities to promote her album). If you were around during the Love Yourself releases, I would greatly appreciate your insight/knowledge about the marketing for this series!!

I am also gathering fan responses about what BTS mean to them through a survey, but am struggling to gain traction. If you would like to fill it out, the survey is completely anonymous and I won’t be using this research/posting this research on any public domain. This is solely for educational purposes and for me to grow as a marketer and researcher. I will also not be collecting any personal information like name, age, email address, etc. Here is the survey: [Love Yourself Series Survey](https://docs.google.com/forms/d/e/1FAIpQLSf2YoZt5tLQpXH4k5W8UdiRhWrjjlXh_IXwFoPPkV-Vgsu0cA/viewform)

I am willing to answer any questions about my project or survey!

Thanks!

by berriili