23-year-old Victor Leksell released his debut single in late 2018 and has since become one of Sweden’s biggest artists. Earlier this year he released his megahit ‘Svag’ which held the #1 on both the Spotify and radio charts for months and became the first song in Swedish ever to reach 100m streams on Spotify. It also made it to #1 in Norway.

For the launch of Victor’s debut album, Catch Me When I Fall, we created a unique visual profile, portraying Victor’s life and career in a classic cartoon manner. To honour Victor’s dedicated and growing fanbase, we wanted to let them play a key role in the launch of the album.

The fan activation included two segments. First, we analysed and handpicked 100 of his core fans. One week before album launch, we sent them a branded T-shirt, marked with an AR-trigger logo and a QR code. The fans could then scan the QR code on the sleeve which took them directly to a filter on Victor’s Instagram, a filter made through Facebook’s tool Spark AR. When fans held their phone up towards the T-shirt logo, an animated filter was triggered revealing a film of Victor falling through the sky, the album title and the release date. When fans shared their video caption on social media, they became the first to announce the album details, even before the media or Victor himself.

During the week of album release, we continued to drop more filters containing the album tracklist, audio snippets of the songs and exclusive visual material. When the wildfire was all over the internet, we also covered Sweden’s three biggest cities in posters including the AR-trigger logo, giving the large mass the opportunity to try all of the filters and hear bits of every song, directly on the street.

The campaign was widely appreciated by his fan community, reaching new audiences and positioning Victor and his debut album top of mind amongst the young digital target group.