The strategic focus for this campaign was CRM and D2C. Prior to the album announcement, we ran a social reactivation and CRM acquisition phase. Our first announcement included single, video, tour and album announcement, plus a pre-order for presale mechanism which generated 1,726 sales within 24 hours.

An innovative acquisition tactic was an IRL competition at live shows using a projected QR code. The prize being an instant merch win. This resulted in a 12% of venue capacity sign-up rate.

As we acquired new subscribers, we continually served them with first looks to videos and exclusives.

We merged our D2C with our website and built custom landing pages for the key markets.We launched five vinyl products and multiple bundles. This resulted in a 864% increase in subscribers, and an 827% increase in D2C sales compared to prior campaigns and a ROAS [return on ad spend] of 13.26%.

Content was also a big strategic focus. Jungle produced and self-directed a visual album to accompany the music and each video launch was paired with a premiere. Total video views are more than 10m. The feature-length film was mixed in Dolby Atmos and ticketed fan screenings took place at Picturehouse Cinema on album release week. On album release day, the video for ‘Truth’ was recreated IRL at Boxpark Shoreditch, with an ambitious set build and 15 dancers performing the video live throughout the day.

On release we partnered with the start-up Serenade on a bespoke NFT product range and benefitted from the focus around their launch.

We reached new audiences through sync activations with Peloton, Johnny Walker, Polaroid, and many more.