Case Studies
Numbers matter. But the number that matters most isn't reach or followers. It's how many people feel like a brand was made for them. These case studies show what happens when strategy starts with the audience, not the content calendar.
The BIG 615
Project Type: Audience Strategy · Community Building · Social Media Strategy
The BIG 615 is a global country music radio station with a deeply passionate listener base and a social presence that wasn't yet reflecting that energy. The challenge wasn't visibility. It was finding the specific language, tone, and content that would make country music fans feel like this station was built for them specifically.
RESULTS OVER A 90 DAY PERIOD
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RESULTS OVER A 90 DAY PERIOD -
320% reach increase
10% FOLLOWER INCREASE
76% CONTENT INTERACTION INCREASE
Monta Vaden, The BIG 615 Music Director
“Since Amber Atnip onboarded with The SEVENS Radio Network, I've seen engagement with The BIG 615's social platforms increase. Additionally, the creative approach Amber takes to content creation has enabled the others on our team to turn over all duties to her and free up working hours for our station leaders. Amber's passion for the brand and desire to create a community has built a loyal listenership and has given our brand a voice and cohesion it previously lacked.”
Immersed in the identity of a country music fan (what they love, how they speak, what makes them feel like an insider) before building a single piece of content
Built a brand voice that felt like a peer, not a broadcaster. The difference between talking at the audience and talking with them.
Created content systems focused on engagement and emotional connection because a listener who feels seen comes back, and brings people with them
Built listener relationships through comments, DMs, and UGC that made the community feel genuinely known
Developed partner content that served the audience first which made it land better for the brand too
Approach:
When connection is real, this is what it looks like
This is the result of understanding your audience and showing up in a way that feels true to you.
These are real words from real listeners — unprompted, unsolicited, sent because they felt something.
The Garth Channel
Project Type: Audience Strategy · Fan Community Development · Social Media Strategy
The Garth Channel isn't just a radio station, it's a gathering place for one of the most devoted fan bases in music. The opportunity here wasn't growing a following. It was understanding what it actually feels like to be a Garth Brooks fan, deeply, specifically, personally and building a presence that made those fans feel at home every single time they showed up.
RESULTS OVER A 90 DAY PERIOD
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RESULTS OVER A 90 DAY PERIOD -
351% reach increase
27% FOLLOWER INCREASE
58% CONTENT INTERACTION INCREASE
Blake Carter, The Garth Channel Program Director
“Amber has not only created engaging content for The Garth Channel but also connected with fans in a way that feels personal and genuine. The increase in fan interaction and visibility is a testament to her hard work and innovative strategies.”
Immersed in the Garth Brooks fan identity (what they love, how they talk about him, what makes them feel like insiders) before building a single piece of content
Built a content strategy around fan appreciation and emotional resonance, not station promotion because content that serves the fan first always serves the brand better
Created a community environment where listeners felt like they belonged, not just followers of a brand but members of something that understood them
Developed listener relationship systems through comments, DMs, and UGC that created genuine community rather than just engagement numbers
Collaborated with the digital and creative team to make sure every piece of content felt fan-first at every level