Fred & Augustus

Challenges

For many artists one of the challenges of the COVID-19 pandemic has been how to market releases effectively in the absence of the opportunity to tour the recording. Artists have had to become increasingly creative in the tactics they use to engage their fan-base and brainstorm new ways to connect more than ever before. The challenge around this single was to engage their audience, encouraging fans to interact with the music, while also welcoming new fans into the fold as we began the journey of sharing the music in this beautifully written EP. 

Solution

Key to this campaign was engaging their active, and supportive, existing fanbase. 

We knew we’d need to run highly targeted ad campaigns. Not only did we want to grow their Spotify Followers (to help boost the algorithm so that the track was viewed more favorably for editorial support), but we also wanted to gain new fans, new email subscribers and promote the news of the Pre-Save and Out-Now links to those audiences. 

Aligned with this ad strategy we crafted a strategic marketing campaign for DSP, social and email; identifying the full range of content required to properly promote the release, and engage fans. Here we focused on the website rebrand, the brand flip on key platforms, Spotify canvas assets, behind-the-scenes video content, the official music video, and brand aligned ad assets. Overall, the approach was determined to be highly functional; we wanted to ensure the release successfully set up the future singles from the forthcoming EP. A livestream festival performance was determined as the anchor for fans to see the band perform ‘live’ during the release cycle.