Prior to the launch of new music, a key focus for this campaign was to re-engage Clean Bandit’s fanbase after a two-year gap in releasing music. We did this in several ways:

• a series of fortnightly livestreamed DJ sets on their YouTube channel: Club Bandit House Party; a visually engaging rooftop DJ set with the full band, guest vocalists, a multi-cam set up and a drone
• the release of a series of VIP mash-ups of previous singles produced by the band to reignite streaming consumption across DSPs
• a catalogue marketing campaign to reengage casual fans, retargeting previous audiences and driving them towards discography playlists across DSPs

This activity helped to reignite the streaming audience, to build momentum into single release, and provided us with an up-to-date retargeting audience.

Alongside this, the livestreamed YouTube series culminated in a collaboration with Global Citizen to raise awareness of the global hunger crises. House Party Against Hunger was a 12-hour virtual festival live on YouTube on 8th August, with featured DJs and artists from key territories around the world joining to perform a set on the hour every hour, including: Ksuke (Japan); Hotel Garuda (India); Imambek (Kazakhstan); DubDogz (Brazil); and Sofi Tukker (US). This included the first-ever live performance of ‘Head & Heart’ by Joel Corry and MNEK. YouTube supported the event with key playlist placement in-platform and activity across their social channels.

We teased the release of ‘Tick Tock’ with Mabel featuring 24kGoldn with a series of ticking clock assets unique to each digital platform. The short video creative revealed a two-second snippet of the hook as the soundbed. Fans flocked to comments to discuss who the vocalist could be. We then premiered the official sound for the song on TikTok five days prior to release with posts from the band and Mabel, plus support from TikTok via chart placement and banners in-app. This drove fans to the platform and encouraged UGC activity very early into the campaign.

We premiered the official video via YouTube Premiere and worked closely with the platform to create a custom countdown, which incentivised fans to tune in for the launch. This pre-recorded content featured Clean Bandit and Mabel personally introducing the video and sharing anecdotes about key scenes. This also encouraged comments, and the video achieved 2m views in the first weekend and to date is on a very healthy 36m views.

In order to ignite the spread of the song across TikTok and further drive UGC, we launched a global influencer campaign. We engaged creators across a variety of interests, but the main brief was the dance routine from the official video. We have achieved 6.2m views across 20 TikTok creators to date, and the song has been used in 100k videos.

We also worked with WMG’s The Firepit to create a gamified Instagram filter as a means of spreading the audio within Instagram Stories. The filter pulled creative from the official video and both Mabel and the band launched it, spreading awareness across both fanbases. The filter has achieved 150k impressions and 60k videos so far.

To reward the fans and to highlight their creativity, we reintroduced Fandit Fridays, where the band selects fan-made content to be showcased via Instagram Stories.

To boost streaming consumption and provide content for fans to engage with, we also released an acoustic version – with an accompanying video featuring Mabel – as well as a series of remixes from Joel Corry, Sam Feldt, S1mba, and Topic, plus an extra special VIP mash-up by the band themselves featuring Beenie Man and Konshens.