Chase & Status returned this year with their RTRN II JUNGLE project. To mark the pre-order launch of RTRN II JUNGLE, Chase & Status took over the basement of the old iconic Black Market Records in Soho for a very special one-off Foundation show.
One of the main objectives of the campaign was to cement the authenticity surrounding the project. This was told through a documentary of their trip to Jamaica uploaded direct to YouTube. It was very important we continued this mission statement and did so through the RTRN II Jungle Reload Report, a campaign for fans to hear about the legends of the scene by journalist Marcus Barnes.
This led our CRM strategy as we utilised our 50k database to send personal Reload Reports straight to the fans’ inboxes. It was important to make this entire project feel as underground as it was and this was also reflected in our YouTube strategy. We uploaded everything organically onto Chase & Status’s YouTube channel alongside visualisers of ‘Weed & Rum’ and ‘Delete’ on the iconic UKF. We created bespoke videos for each of the key tracks on their YouTube channel.
Inspired by 1990s rave culture, we launched the official RTRN II JUNGLE phone number on a fly poster which lead to a voicemail revealing the details of the official launch party. This became the RTRN WhatsApp Group which was launched in conjunction with the Bristol festival Love Saves The Day.
They distributed a QR code that fans scanned and were automatically prompted and added into the group. We used this group to send exclusive backstage content, voice notes and more. We continued this theme by launching a pirate radio station with a 24-hour live mix from artists in the scene leading into the release.
On the Bank Holiday weekend in August, we launched the campaign ‘#RTRNIILDN’. We took over London with stencils and fly posters, alongside a microsite collating all content on the #RTRNIIJUNGLE hashtag from socials for fans to view in real time. We also encouraged fans to sign up to the WhatsApp Group for exclusive information, which revealed the location of the RTRN II JUNGLE sound system at Notting Hill Carnival.
• We turned a lean-back audience into an engaged audience by activating nostalgic experiences in theme with the record, engaging fans through new mediums and giving them fresh content at every opportunity.
• RTRN II JUNGLE charted at #12 with 18.5k albums sold to date. The campaign social activity resulted in:
• Spotify monthly listeners – up 41% to 1.7m
• Spotify followers – up 27% 453k followers
• YouTube followers – up 16.4% 305k followers
• Instagram – up 56% to 109k followers
• Organic YouTube uploads accumulating over 5m views to date, UKF uploads on 1.5m views and growing
• Our WhatsApp group sits at over 1k fans, being hit straight from the artist as an always-on strategy
• The launch live stream was the first opportunity for fans to see a live experience of what’s to come from the project. The live stream itself amassed 69,000 views and impressions on the stream across all platforms is in excess of 400k
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