Tokio Myers won Britain’s Got Talent earlier in the year and was returning with the release of his debut album, Our Generation. The campaign aim was to engage with the existing fanbase who knew of him from Britain’s Got Talent whilst raising awareness and exposing a new audience to his music.

We kicked off the campaign with a content-led strategy in place to try and get as much of Tokio’s personality and talent across to his fans and those who might be discovering him for the first time. Interesting, engaging visuals and content would lead his online properties, with more exclusive content held back for the mailer database to encourage sign ups. This new look and feel would roll out across all areas of the campaign.

To launch the month-long pre-order phase of Our Generation, we offered fans a D2C bundle and instant grat track. The D2C bundle allowed fans to order a signed copy and be eligible for tour pre-sale access. We ran Facebook Offer ads to support this and saw huge success. The ad format drove great numbers and gave us fantastic ROI. For each instant grat track that was released, a corresponding clip of one-minute visuals were placed online to capture the sentiment of the track and give fans a sneak peek into Tokio’s world.

We also fed the fanbase content that captured his recording process and exclusive behind-the-scenes footage. For every announcement and moment in the campaign, we ensured there was some form of audio visual content to accompany it with a heavy focus on his unique and enthralling live set up. An amazing X Factor performance of ‘Angel’ and a Unilad Instagram and Snapchat takeover from the studio on the day further helped bolster sales taking the total number of pre-orders to 11.5k. A partnership with Yamaha was secured and, as part of the deal, Tokio launched a piano at Tottenham Court Road station in conjunction with Transport For London. Tokio performed several tracks from his album to commuters and this was live streamed across the TFL, Yamaha and Tokio’s social channels. The roll out continued post release with exclusive content created for Amazon music, a Distiller session and a YouTube Session. Debut chart position #4.