Launching the campaign was a studio session video for an album track – ‘Right Now’. The countdown to and reveal of this first piece of content was key, involving teasers of the band in the studio, rolled out as video pieces both natively on Facebook and on YouTube, as well as social teases of Haim billboards appearing in major global cities and a website countdown.
We uploaded a video of a studio session of ‘Right Now’ on 27th April, almost a full week before any audio for the first single proper, ‘Want You Back’, debuted on DSPs on 3rd May. This full native strategy also played a key role in building fresh audiences of “engaged” Haim fans (key after such a long break) – using the granularity of Facebook’s video engagement metrics and custom audiences to inform our paid-media strategy remarketing to these engaged fans with subsequent pieces of content and then, on release, to drive response.
Other key buzz-building moments around the launch involved the band tracking down superfans in LA from mailing list data and putting out Instagram Stories of them surprising fans with invites to their intimate launch show, as well as a Spotify playlist Easter egg revealing the Paul Thomas Anderson connection to ‘Right Now’.
Partner support was crucial. We had major looks with each key partner, including an AAA campaign from Apple Music that included a London gig and original content, a global outdoor and digital activation from Spotify and Spotify Singles campaign, Vevo Track Of The Week promotion for ‘Want You Back’. On Facebook we ran multiple live streams (including one with director Paul Thomas Anderson around the release of the ‘Valentine’ short film) and embraced video cross-posting, such as with the piece of Funny Or Die original content the band filmed with actress Brie Larson.
We also jumped quickly on viral digital moments, such as the media and fan pickup on the band’s cover of Shania Twain’s ‘That Don’t Impress Me Much’.
Data capture was key throughout, and the Haim mailing list doubled in size over a six-month period.
The campaign was a smashing success by numerous measures.
-The album, Something To Tell You, debuted at #2 on the OCC album chart, recording 18,324 units in its opening week; it has since gone on to cross over 50k units in its first six months.
-Consumption of the album across digital platforms outperformed expectations; video views on Haim’s Vevo were over 40m, whilst streaming platforms also saw significant consumption with over 50m Spotify plays and 20m Apple Music plays on the album.
-Tracks from the album recorded over 250,000 Shazam tags.
-Growth across Haim’s social and eCRM channels was also impressive; the band’s email list doubled in size to over 60,000 subscribers, and the band’s Facebook page added just shy of 1m new likes throughout the course of the campaign.
-Our social spend also delivered fantastic returns, with conversations 85% cheaper than our benchmark and engagement 171% higher when targeting our custom audiences built from the ‘Right Now’ full native clip
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