Lucy Dacus’s campaign for her album Home Video was focused on fan engagement and fan interaction across multiple social and content platforms. In the climate of postponed tours and cancelled promo trips, fan engagement became the keystone of our strategy to extend the life of the record.

Following significant press accolades, sold-out tours and widespread acclaim around the release of Home Video in 2021, the campaign moved into a second phase. End of year lists and Spotify’s Wrapped kept streams and sales buoyant and in November a new full-band version of ‘Thumbs’ was released, dubbed ‘Thumbs Again’, along with a lyric video which highlighted the dark, yet too often relatable, themes of the song. Marketing online moved towards celebrating the album’s acclaim and an annual label sale helped to promote the physical record to those who hadn’t already bought it.

In late January/February 2022, with a postponed European tour around the corner, another fan-favourite and previously unreleased single was about to surprise observant fans who could spot the signs. The song ‘Kissing Lessons’ (which was the new target of the mentioned @releasethumbs Twitter account) was teased with an outdoor flyer campaign.

A poster that read “Nervous about making the first move? Call (804) 409- 4451 for Kissing Lessons” was distributed in a number of key markets in the US including Richmond, VA where Lucy comes from – and is, in fact, the location of area code 804 which was used in the poster. Fans that called the number were treated to the ‘Kissing Lessons’ recording a week ahead of the surprise release. Again, the fanbase quickly took to the internet with their findings and the story was covered by Line of Best Fit, Ticketmaster, Pitchfork and others.

The official release of single ‘Kissing Lessons’ gave way to a playful opportunity for some Valentine’s-themed promotion and another chance to focus attention on the wonderful album ‘Home Video’.

The campaign around Kissing Lessons was enhanced with traditional media in the form of digital advertisement and Spotify Marquee placement. The song was accompanied by an official video.