Being a new and developing act, Kara Marni has been working hard to grow her audience in the UK R&B/soul scene. After a year of touring with acts like Ray Blk and Rita Ora, Kara managed to capitalise on the exposure by connecting with fans in a new way. After each show, she took Polaroids with fans and shared a specially assigned WhatsApp number to those she met. With this number, fans could engage with Kara in a new way, with content being exchanged in a uniquely personal manner.

Throughout the course of two single releases, Kara carried on capturing Polaroids throughout studio sessions, gigs, video shoots and days out with friends until boxes of the photos soon stacked up. Over 1,000 photos later, and with the WhatsApp number having collected some 800+ engaged super-fans, it was time to roll into the campaign release for ‘Love Just Ain’t Enough’ – Kara Marni’s debut EP.

A row of three billboards were set up on Leonard Street, London and mysterious map images were dropped via WhatsApp, Instagram and Facebook with the news that something exciting would be revealed.

On a wet and windy Saturday morning, three billboards were covered from top to tail in a mosaic of Polaroids. Little by little, more super fans arrived and were invited to remove a one-of-a-kind Polaroid for themselves. For every Polaroid removed, the artwork, release date and pre-save URL “EP.KARAMARNI. COM” was revealed.

Instagram Live was initiated so fans throughout the world could still be involved with what was happening.

Kara Marni arrived, greeted fans and huddled together for an impromptu EP listening sessions, two weeks before release.

The activity was covered by Clash Magazine and a video was released the same evening, formally revealing the artwork for the wider-world and touching on the coverage.

Some 7m total streams later, Kara Marni went into her next single campaign with the record ‘MOVE’ and a tour with RAYE was followed swiftly by a London headline show in November.