In April 2017, Alicia Keys Worldwide and Fame House relaunched The Vault, the official fan club for Alicia Keys, in conjunction with the release of the brand new AliciaKeys. com. The core purpose of The Vault is to provide Alicia’s super fans with a trove of exclusive content for them to “get lost” in. The aim was for all Vault subscribers to feel that they are part of Alicia’s inner circle with exclusive privileges, content and access to Alicia. Content is also categorised by album era and type (audio, video, diary) to promote exploration.

Since launching, page views in The Vault encompass nearly 17% of Alicia’s total site views and has amassed thousands of subscribers through digital marketing efforts. Key content pieces have included behind-the-scenes looks at recent appearances for Alicia at events like We Day 2017 and Rock In Rio, along with highlighting song and album anniversaries like the release of ‘Fallin’’ and the 10-year anniversary of As I Am, which was the most successful Vaultspecific campaign since the relaunch.

To commemorate the anniversary Alicia’s third studio album, Fame House collaborated with Alicia Keys Worldwide and various platform partners to roll out a series of unreleased content from this era in Alicia’s career in The Vault. On the day of the anniversary, a special post from Alicia was set live in The Vault, featuring an unreleased track, never-before-seen videos and handwritten lyrics from the album period. When this content was made live, current Vault subscribers received an email directing them to the portal and giving them first access to this content. Later in the day, The Vault portal was “unlocked” for 24 hours only to give all of Alicia’s fans access to the post without having to sign up. This was pushed across Alicia’s channels, including to retargeting audiences of Facebook video viewers. We also worked closely with the music teams at Facebook and Twitter to amplify this social content.