Girlband Fifth Harmony, although huge in the US, had minimal UK awareness. We had six weeks to break the group in the UK and deliver a top 5 single. How we did it:
1: Activate the global fanbase to engage the UK by positioning the girls and their fans as caring and inclusive. This was amplified through partners.
2: Create noise for the girls’ UK trip and maintain exposure. Using #5HGirlsCan, we empowered fans to celebrate individuality, to tell each other why they were special and to #PassItOn.
We launched with a thank you video to fans asking them to share stories of the amazing people in their life. Each girl then nominated someone in their life as a “5H girl or boy who can”. Shots of each girl holding empowering quotes rolled out, interspersed with quote cards, all of which were positive lyrics from the album. We then partnered with the antibullying charity Cybersmile and Sugarscape to help carry the positivity wider. A week later, #5HInvasion launched as a countdown to their UK arrival.
The highly engaged US/Latin American fans fuelled chatter whilst hyping up UK fans. UK-only content fuelled the engagement locally. Britthemed content rolled out and, when here, the girls were filmed at iconic London spots to show their UK love. It’s not all about London, so we organised surprise meet & greets for fans across the UK, ones that had really spread the positivity message.
The band love a selfie and Snapchat so, while at the Capital Summertime Ball, we let fans have more of what they wanted – exclusive Snaps. Engagement was high, but with the band now out of town we needed to maintain the buzz. A British-themed content plan rolled out and we surprised a lucky fan with a prom takeover. In the weeks following this, we brought 5HGirlsCan full circle, pulling out images and comments from fans to create artwork and recognise them for their achievements and sharing them across socials.
RESULTS
The campaign was a great success, achieving a #3 chart debut for ‘Worth It.’ We saw the social numbers grow by more than 50% (particularly on Twitter) and saw engagement within the UK more than double. #5HGirlsCan and #5HUKinvasion achieved worldwide Twitter trends. Their performance from the Capital Summertime Ball was the most viewed performance from the event.
By activating the global fanbase and creating a campaign that serviced the whole core, we were able to leverage their excitement and tap into a dormant UK audience. Tapping into issues and feelings that are current to fans everywhere and making them feel part of a warm, welcoming community was key. Rather than patronising them, we created content that resonated with their core values, giving us a deeper insight into what fans were really thinking and feeling. This really showed us how to best engage with them and other fanbases.
From this activity, we have gained a strong community of fans we continue to engage and interact with for future activity.
Project Budget
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