For Biffy Clyro’s seventh studio album, we knew we had a huge opportunity to come back and make a lot of noise. Our campaign preparation started when the band were recording in an LA studio, where we ensured there was a film crew capturing amazing content, utilised throughout our campaign and for a documentary exclusively available on iTunes.

We identified early into the campaign that Facebook was going to be our focus platform and doubled down our efforts to utilise the majority of their tools at our disposal. Kicking off with a teaser campaign in March, we subtly alluded to the album title, sending fans into a frenzy by simply releasing the new band logo followed by “…” (an ellipsis) and the eerie opening notes and maniacal laughter of ‘Wolves Of Winter’. All was subsequently revealed with the launch of ‘Wolves Of Winter’ as an instant grat track for the Ellipsis pre-order.

We then carefully utilised our “Biffy Clyro is Live for the First Time” notification on Facebook to reveal the Ellipsis album artwork. The creative reached over 55,000 live viewers over a five-minute reveal of three “Ellipsis” dots slowly dispersing into the three naked members of Biffy, with the stream giving fans a perfect destination to discuss their thoughts. This led nicely into working with Facebook to arrange a video premiere for ‘Wolves Of Winter’ quickly reaching over 4m fans and potential fans.

Reaching millions early in the campaign gave us a wealth of remarketing data to target throughout. We profiled our fans with a crossover into video gaming and made Twitch an early target for a portion of our advertising budget. Similarly, knowing that Biffy are Scottish heroes, we utilised geo-targeting and postcode data to hyper-target our Scottish audiences.

To reveal the track listing, we created a sharable gif, rapidly cycling through all of the track titles. Working closely with the band, we created an album sampler video featuring footage directly from the band having fun with the songs while on tour, creating an honest and fun creative for the fans. 360 photographs shot during our main campaign photo shoot were seeded on the band’s Facebook page at a key pre-order moment, achieving a huge reach and huge engagement.

Heading into the album release, we kicked off #HuntForEllipsis, a global scavenger hunt for signed copies of the album at physical locations across the world.

During the week of release of Ellipsis, we went Live on Facebook from The Firepit studios at Warner Music UK HQ in Kensington. Fearne Cotton hosted an interactive Q&A with the band and introduced an incredible acoustic session. We worked with Facebook to amplify this content to over 5m users worldwide, which was also aided by Fearne’s huge social presence. The band are in the midst of their crossover moment, with ‘Rearrange’ being the first track since ‘Many Of Horror’ seven years ago to be added to both the Radio 1 and Radio 2 playlist. Biffy will be performing to 80,000 fans on their arena tour later this year.