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MATIS PIIR

A modern day Shakespeare with a passion for social media

We humans have an innate inclination toward meaningful stories, and each of us writes our own every day. Today, it’s more important than ever to find inspiration and inspire others to share our stories with The Great Out-There!

I am here to guide you in distinguishing your story and finding your tribe.

  • Bachelor’s degree in Advertising and Publicity – BFM, 2020.
  • Guest-starred in the youth series Miks Mitte?! on ETV as the antagonist to the main character – Ergo Kuld Productions, 2018.
  • The gym, jogging, martial arts, geological timescale, astronomy and the study of the best that has been thought in the world all give me supreme pleasure.

10M+
Online streams
7K+
Monthly Spotify Listeners
3
Brands from 0 to real sales
200+
Public performances
5+
New skills in the past 5 years
12
Countries traveled
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SKILLS 💪

PROJECTS 💼

CONTACT 📣

Please don’t hesitate to reach out with any further questions:

 

matis.piir@gmail.com
+372 53735990

LET'S GET SOCIAL 😍

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AZMA’s Online Presence

I have cultivated the entire online presence of AZMA, including Instagram, Facebook, Spotify, Apple Music, an official website, and a YouTube channel. Recently, I achieved a milestone of 750 stories on Instagram and am well on my way to reaching 1,000. Over time, I have developed a very loyal and engaging audience who regularly like and react to my stories, send direct messages, and order merchandise from the online store.

It has truly been a journey and has taught me a great deal:

From native features and third-party content editing tools to understanding possibilities, limits and their workarounds. To tone of voice, storytelling, forging emotional connections, and developing a world of meaning around you.

Instagram insights from the last 30 days:

Organic Spotify listener growth in the last 12 months +62.1% compared to previous period:

I am steadily aiming for 500K annual streams on Spotify only:

From multiple data points it is clear that AZMAs audience is split in two generations – millenials and Gen Z, both of who practise different digital habits. To increase our exposure in the Gen Z demographics, I have prepared a TikTok account, waiting to be launched because a proper plan of attack is in the works.

Insights about AZMA’s followers demography:

Below you can see an image grid of a multitude of blogposts that I’ve cultivated on AZMA’s website.

I also held a significant role in designing and building the website/webshop with Wordpress and Elementor and am responsible for managing it as well.

Some Google Analytics data about site performance in the past 28 days:

Youtube and Spotify streaming data respectively. Let it serve as a holistic reflection of results of all the different steps through the years. If the goal of a musician is to be heard, then let the numbers do the talking.

ARTiK Puzzles product launch and social media management

I was recruited by the original designer of the product to manage the marketing side of the project. In discussions about the brand’s overall vision, I mapped out the North Star from which everything else would branch out.

Launching the social media, creating and scheduling content using Meta Planner were just some of my contributions to the project. I played a major role in populating the website by writing product descriptions and filling out various sections with relevant content. It was my initiative to integrate Meta Pixel into the website and design multiple Meta Ads. Additionally, I wrote and produced the music for the official intro soundtrack in the video above. To date, we have achieved over 400 sales, with multiple returning customers and online purchases, even without running ads.

Below you can get a better feel of the visual identity and tone-of-voice of the brand that has guided us in our content creation process for our social media channel.

Here is a snapshot from a website traffic campaign where you can see some Ad set level data about CPA, reach, impressions and how I had set up different prospecting markets and Ad set qualities (Dynamic Creative ON/OFF) in order to evaluate performance and increase budgeting efficacy.

I’ve also cultivated a little educational blog, written with SEO and content marketing in mind. Such long form copy is then repurposed for social platforms in a more digestable format to increase ROI in a cost-effective manner.

Mind ei koti project management

The project involved producing music and lyric videos, album covers and booklets for physical print and distribution. Recording, mixing and mastering the audio and building momentum for the eventual release online. Reaching out to venues across the country and organizing performances, communicating with the media and different stakeholders were all part of the job, which I was responsible for, in-house or to be outsourced.

In part of timely and well recognized opportunities for organically free publicity, the project became a commercial success generating more than 2 millions streams on Youtube and Spotify in the first 12 months following the release. Hundreds of physical CDs were sold in co-operation with Apollo stores and during live events. Multiple sold out shows were performed with hundreds of attendees and hard ticket sales, including T-shirts and baseball caps and miscellaneous branded merchandise.

Without a doubt, the project impacted Estonian popular youth culture and has stood the test of time, still drawing in new listeners every year.

Each of the videos below were entire projects themselves with many stakeholders and dynamics involved.

Apollos listing for the physical CD can be found below. It was my responsibility to see through the process of getting the product into the stores:

Few examples of event marketing from the release time of the album is demonstrated below. AZMA has performed over a 100 shows as a solo artist and around 200 in total. Many of which I have played an important role in setting up the gigs, managing logistics, different specifications and payments.

AZMA performing Mind ei koti with the iconic outfit of blue jean suspenders and a red cap, just like in the lead single music video.

Some examples of branded merchandise I have been responsible for getting stocked and marketed:

AZMA "Saabastega kass" kunstipusle

Archduchess Investigates book series launch and social media management

Author of the book turned to me to help her launch her online presence. I was heavily involved in not only creating her Facebook page and webpage but also mentoring her on the principles of success on social media.

The UX of the landing page was developed based on my vision for the upcoming Meta Ad Campaigns. The infinite scroll function with bits of teasing information and a clear CTA mimics the already prevalent user behaviour on relevant platforms, making it easy for the prospective customers to process the landing page and guide them to a positive outcome. I pixeled the website, ran ad campaigns and managed the online presence. We succeeded in making international sales to the UK and Austria, both our main markets by design. We sold not only digital formats but also hardcover units.

Below is a snapshot of the feel of the landing page:

The Facebook page of the book series is oriented to providing historical value around the plot of the book and not so much about the book itself. This is by design and the proportion of it is subject to change. The reason being, as a new brand it is most important to develop awareness, connections and trust before asking for a sale. It is all about authenticity and providing value.

You really have to experience it hands on to understand how challenging it is to launch something from scratch and make a sale. However, by aligning ourselves with the principles mentioned above, we were able to make our first international sales in a matter of weeks with a limited budget.

Below you can get a feel for the content strategy, where the product takes a backseat and edutaining content is the hero of the day.

A selection of freelance copywriting projects

NorVita

It was my role to populate their website with product descriptions, CTAs and slogans.

https://norvita.eu/

Gertrudenhof Holiday Homes

I was responsible for translating parts of their website from Estonian to English.

https://truuta.ee/en/

Saaremaa Military Equipment Museum

I was tasked to populate parts of their website with relevant information. I have provided them with video editing services as well.

https://sojavaramuuseum.ee/

Top 3 BA Thesis in Marketers Association

https://www.etera.ee/zoom/162510/view?page=1&p=separate

Branding in the Estonian Rap Scene: in Case of the Rap Group’s 5MIINUST Social Media

My BA thesis was included among the best papers by Estonian Marketers Association in 2020.

The paper represents the research to find out how Estonian rap group 5MIINUST uses branding strategies across their social media channels. For that purpose 3 research questions are posed.

First, what social media channels does 5MIINUST use, and in what way? Secondly, which brand elements does 5MIINUST use in its branding efforts, and how? Thirdly, how to evaluate the wholesomeness and consistency of 5MIINUST’s usage of brand elements in its social media strategy?

The first paragraph conceptualizes music as a product and some options for augmenting its properties. The idea of branding is discussed in the framework of traditional brand theory, after which personality approach to branding is taken as the point of focus. The theoretical part of the paper is summarized in an overview of branding in Estonian rap scene from its early days to the present, emphasizing the personality approach to branding.

The empirical part of the work focuses on qualitative content analysis of 5MIINUST social
media strategy.

The results of the paper show that, first, 5MIINUST exercises verbally and visually oriented
social media channels as its main instruments for projecting and promoting the augmented
properties of their music product. Secondly, 5MIINUST uses specific brand elements to rely
heavily on personality approach to branding. Thirdly, 5MIINUST can be considered a strong
brand in the Estonian rap scene, whose branding strategy is wholesome and consistent across social media platforms.

Kasutame sellel veebisaidil küpsiseid, et tagada veebisaidi nõuetekohane toimimine ja pakkuda sulle parimat võimalikku kasutajakogemust.

SAIN ARU