To support The Chainsmokers’ Brits performance with Coldplay and the release of ‘Something Just Like This’, we ran a focused digital campaign around the performance across their socials.

As part of the digital activity, we launched the first Sony UK Snapchat ad campaign, targeting pop music fans aged 13-34 with an estimated audience size of 2.5m people which – at the time – was 25% of the total Snapchat UK audience.

The national ad campaign went live straight after their live performance and ran for 24 hours, reaching more than 2m UK users. This felt like the perfect opportunity for us to test a Snap Ad campaign on the app, as Snapchat had the perfect demographic for The Chainsmokers and there was a natural momentum around the Brits to capitalise on.

Following their performance, The Chainsmokers were trending on Twitter in the UK with more than 25,000 tweets in the first 10 minutes, while ‘Something Just Like This’ shot up to #1 on iTunes.

A few weeks later, we partnered with Ralph to deliver bespoke digital creative for the Memories… Do Not Open album campaign. Our ad creative included transparent PNG lyric photo ads and an album canvas ad, which reached more than 100,000 UK fans during our pre-order phase. On average users spent 45 seconds inside the canvas, viewing 93% of its components – making it the most successful canvas ad for RCA Records.

As part of our album campaign, we also launched an AR campaign with Shazam. Scanning the Shazam code on our outdoor creative brought the artwork to life and users were able to watch an exclusive video in AR and buy the album. The national campaign ran for two weeks around the album release. This was a UK first for both Shazam UK and Sony Music UK.