TikTok ‘Mad Love’ campaign

Ahead of the launch of Mabel’s followup single to global smash ‘Don’t Call Me Up’, the team wanted to grow Mabel’s presence amongst the largely youthful and female-leaning audience that we had attracted on ‘Don’t Call Me Up’. We did so with one of the first true end-to-end TikTok campaigns to support ‘Mad Love’.

24 hours ahead of the release of the track, we teased an exclusive 15-second clip of the official music video on TikTok – a specific element from the video which would then go on to inform the #MADLOVETRAIN challenge on the platform.

On release, TikTok gave the track premium profile, including home page banner support, playlist placement in UK hot 40 and trending tracks. The team also coordinated a handful of the platform’s top influencers to launch the challenge dance emulating the move from the official music video.

Mabel – Build A Mabel Doll website

In line with the data showing Mabel’s ever-growing younger teen audience across streaming consumption the team built a bespoke Mabel boutique website to allow fans to build their own Mabel doll and share it across their social channels.

Users connected their streaming account before building dolls and then can carry out an array of social and sign up actions to unlock further content (new outfits) – sharing to socials, signing up to Mabel’s messenger platform and more.

Bespoke AR lenses for lead singles

On both the ‘Don’t Call Me Up’ and ‘Mad Love’ campaigns, the team launched the tracks with bespoke Snap Lenses for Mabel’s audience to use and share.

The ‘Don’t Call Me Up’ lens specifically went all-out in creating a totally native experience which allowed fans to share the screen with Mabel on a fake FaceTime call directly referencing the track and a shareable experience that was filmed totally bespoke to create the lens.

First UK artist for a YouTube Artist On The Rise campaign

Mabel was chosen as the first UK artist to receive YouTube’s Artist On The Rise promotional package. Not only did Mabel get an incredible billboard on Piccadilly Circus, a launch party at Annabel’s and massive support from YouTube on-platform, but we also pulled huge focus to create weekly and now biweekly episodic content to grow Mabel’s YouTube Channel. The High Expectations Diaries have been a hit with fans and grown subscriber numbers on the platform to follow Mabel whilst she’s been on tour with Khalid.

Instagram High Expectations ‘zine

To replicate the physical ‘zine that was part of the D2C offering around the High Expectations album – Mabel rolled out an Instagram fanzine that incorporated clever games, ads for the album, previews of Mabel’s tour.

Facebook Messenger bot set up

A key initiative through the campaign has been growing Mabel’s comms channels, specifically our CRM, and to on-board a younger audience less attuned to email comms. We had great success growing Mabel’s Messenger and using some of the unique and interesting features of the platform to engage and maintain open rates and interest. One initiative was to load 10 random facts about High Expectations which got generated to fans randomly who then shared their facts on socials to compare with others.