After Pop Smoke’s untimely passing in February 2020, it was incredibly important to us to make sure that all digital campaigns around his debut (and posthumous) album Shoot For The Stars, Aim For The Moon were executed the right way. It was important to us to bring to life Pop’s vision for the album while also celebrating his life, his fans and the things he loved.
Tracklist reveal: playing off the album title Shoot For The Stars, Aim For The Moon, we built out an incredible tracklist reveal experience. We designed and built a web app which mimicked a fake sky. By holding your mobile phone up towards the sky, 19 of Pop’s custom chrome stars appear. To reveal each track title, you can hover your phone over the stars. We also linked the album pre-save and data collection to the experience.
Interactive virtual tour: we brought to life some of Pop Smoke’s most-loved locations that meant the most to him in New York and London. The experience is a fully interactive tour of both cities.
Fans are able to drive around the cities in a Rolls-Royce and explore some of the places that meant the most to Pop Smoke. By clicking into each location, fans will unlock exclusive footage.
The tour ends at the new mural of Pop in Canarsie Brooklyn, his home. There, fans can leave a message and scroll through a gallery of photos taken at the mural over the past year.
Currently, Pop Smoke has multiple tracks from Shoot For The Stars, Aim For The Moon trending and viral on TikTok. He is one of the only artists ever to have more than four tracks from the same album continue to grow on platform at the current speed they are growing. ‘What You Know About Love’, ‘Mood Swings’, ‘For The Night’ and ‘Dior’ each have over 1bn views, with ‘What You Know About Love’ just crossing over 11m video creates. This all has happened within the year.
A huge contributor to each track’s virality is the type of content being made to them. Pop’s music has touched so many variations of creators on platform that it’s crossed over from music into lifestyle, dance, makeup, tutorials, cooking, skits and art (to name a few) segments of the platform; which means videos using Pop’s music are hitting virtually all For You pages.
Each digital campaign we ran brought new awareness to Pop Smoke and the album, growing his audience into a broader fanbase. Whether it was encouraging fans to take part in the virtual tour to visit Pop’s most-loved places and landing at his memorial in Brooklyn. TikTok is where we’ve seen the most significant results. Each time we hit a new benchmark on platform we simultaneously see streaming spikes across all DSPs.
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