Kesha’s #1 album Rainbow made her a global symbol as the album laid bare the personal trauma she had experienced in the music industry. For her return, Raising Hell, Kesha wanted a shift in tone. She was ready to “write the fuck out of some pop songs”. The digital campaign needed to reflect this.

Taking our cues from the music video where Kesha plays the part of an unruly televangelist, we worked with Superphone to create a hotline fans could text or call for exclusive information about the release. This was accompanied by a cross-social campaign encouraging fans to dial in.

The striking creative was based on eighties-style televangelist advertisements and allowed us to use a unique and quite vigorous tone when asking fans to get involved. We announced the single title via voicemail and it received a massive reaction online, whilst further increasing our contact signups even more. For Kesha’s single release party, we sent out private invites to fans in California via Superphone. This became a great tool to target fans in Kesha’s strongest performing markets.

After the hotline campaign, we announced the record through a viral album trailer which brought together snippets of the visual creative, music and videos. This spread fast online and built further excitement amongst fans for the record. This was followed up with a video of fans’ reactions listening to the single which was another viral piece on Kesha’s socials.

Once the music video was released, fans started piecing together the puzzle and saw that the televangelist character, played by Kesha when we pushed the hotline, was actually a fully realised character from the music video. This character is now being used cross-social to push merchandise in an infomercial style.