Tom Chaplin

Overview

Last October, we kicked off the campaign for Twelve Tales Of Christmas, the festive album from Keane’s Tom Chaplin. Paired with the album, fans were given the opportunity to purchase unique Christmas-themed bundles, pairing the album with advent calendars, Christmas cards and Christmas jumpers.

To accompany each song on the album, Tom wrote a bespoke ‘tale’ –a song-inspired poem, recorded as audio which fed into a digital scrapbook section of his website –rolled out sequentially through the campaign. Alongside these ‘tales’, each song on the album had individual animated stained glass artwork which premiered one-minute previews of each song, distributed via all of Tom’s socials and his Vevo channel.

In December, we introduced T.A.B.A.R.D -“Tom’s Automated Bot Advent Revelation Distributor”, which was a Facebook Messenger bot-powered advent calendar. Throughout the 24 days of advent in December, fans were treated to daily competitions, content and messages all leading up to Christmas Day, where fans received a special Christmas video message from Tom.

Tom teamed up with the Big Issue to perform a series of busks around the country, which included a performance at London’s Borough Market. This was multi-cam live streamed to Facebook enabling the global fanbase to experience this localised moment. This wasn’t Tom’s only Facebook live moment, with The Sun also broadcasting a session from their offices. UGC from the busking events also spread far, with one video even achieving over 2m views on YouTube.

For the video for the song ‘Midnight Mass’, we needed to recruit a cast of dogs to fit the treatment. Via Tom’s socials, we successfully recruited several fans and their canines to take part, giving fans and their pets the pride of appearing in the film.

Finally, the campaign culminated with the launch of WeRememberYouThisChristmas.com –a microsite inspired by the song of the same name from the album. The song is a toast to those you’re unable to experience Christmas with this year. We encouraged fans to upload photos to create a slideshow video to celebrate their absent loved ones this Christmas.

Key Learnings

During the course of the campaign, traffic to Tom’s website tripled, with average dwell time way above the average and fans visiting at least three pages on their visits –showing fans were immersed in the content provided.

Tom’s Facebook Messenger bot had approximately 2.5k users engaging with it, with an astounding 98% read rate of messages sent.

The Big Issue busk live stream reached 250k people (over double the size of the page) and UGC from the Glasgow event being viewed over 2m times.

WeRememberYouThisChristmas.com generated hundreds of fan videos and had a significant dwell time, with fans really taking care to produce their sentimental videos.

This all resulted in a successful album campaign, selling over 35,000 units in the UK.

Key Metrics

Project Budget

Target Age Groups

Demographics

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