We launched the campaign with ‘Ban Drill’ (the video directed by Rapman) alongside the single with a screening and a panel, setting the theme of the campaign to come by curating a cultural conversation.
Then came an official change.org petition to stop the police silencing musicians, which resulted in the band being invited to talk at the Houses Of Parliament alongside Diane Abbott to discuss the issues surrounding drill music.
The artwork shoot was a digital and content-led initiative as it was planned from the beginning that it would be the centre of a full 360 immersive online and offline marketing campaign.
The artwork was launched and it only took minutes until fans started to pick up on the 12 Easter eggs that were hidden in the artwork. We then launched the official album trailer, another massive moment for the boys as a plethora of tastemakers championed the content. The trailer continues to be used as video advertising on Morley’s chicken shop screens.
We chose two key pieces to go live during the pre-order period. The first was Krept & Konan’s bespoke content game Sour Bars on Buzzfeed. 9Gag (51m followers) featured Krept & Konan in the confessions Tuesday on Halloween.
The album was accompanied by a Snapchat AR filter which allowed fans to be part of the artwork for the first time. It was important that every partner content collaboration was a media first.
Within the first week of the album release, the boys sat with Grime Gran for their first episode with E4 which was then replayed and talked about during her interview on This Morning. The boys launched GRM Daily’s new series In Da Cut, performed for Vevo’s new series Rounds, did an exclusive Link Up TV carpool karaoke with fans, collaborated with influencer Oloni for a viral conversation on Twitter and launched the second series of Not For The Radio for the tell-all interview.
We also launched an exclusive episode of Chicken Shop Date with Amelia Dimoldenberg heading to Crepes & Cones for a trial shift. It has had over 200k views across all content to date.
• Up 37k YouTube subscribers
• Up 7m YouTube views on the official artist channel
• Up 30k Spotify followers
• Up 200k Spotify monthly listeners
• Over 100k views on the album trailer on socials
• ‘Ban Drill’ video gained 2m views within the first 48 hours, ‘I Spy’ and ‘I Spy’ (remix) launched with a YouTube premiere, gathering over 8k fans in the chat rooms and the video trending at #3. ‘I Spy’ (remix) finished at #18
• 9Gag Halloween confession Tuesdays resulted in 13.3m impressions, 10k shares and 20k+ clicks to artist profiles
• Krept trended on Twitter on release day
• Oloni Twitter #RevengeIsSweet campaign gained over 4m impressions and 1m total engagements in two days
Krept & Konan – Revenge Is Sweet / Chart position
• The album charted at #5 with over 8k sales, with all three singles in the chart • Both singles in the top 30 – ‘Tell Me’ at #23 and ‘G Love’ at #28
• ‘First Time’ also charted at #63
• The Grime Gran content was picked up by This Morning and they invited Grime Gran and Krept & Konan to go on the show to promote the content
• We gained over 6k emails since the beginning of the campaign – a massive achievement
Project Budget
Demographics
