Following a two-year hiatus, we wanted to make a massive moment of Sigrid’s return to music with her new single, ‘Mirror’. Re-engaging and exciting fans after a significant break and launching Sigrid on TikTok were two major priorities, as well as communicating the powerful single themes of self-love and acceptance.

The title of the single ‘Mirror’ armed us with a huge creative opportunity for teasing. We wanted to signal to fans that Sigrid had something really exciting coming, without dampening the big reveal moment. We kicked things off by subtlety playing with the fanbase; flipping social profile photos/banners to their mirror image and replaced Sigrid’s Spotify Canvases to a refracted mirror effect of the Sigrid logo, sending fans into a frenzy. 

Five days ahead of the announcement, we launched #WalkWithSigrid, an initiative inspired by Sigrid’s love of hiking as a form of self-care. Utilising mobile platform Landmrk we encouraged fans to go for a walk to explore locations across the globe, in order to unlock something exciting from Sigrid whilst snapping their walk along the way. Each of the 100 locations were carefully picked to reflect the song title in some way; mirrored buildings, sculptures, lakes et cetera. In each location one of eight animated lyric teasers were hidden via geo-fence. Fans were then encouraged to share what they’d found, and worked together online to piece together the lyrics to the entire song. 

This was followed by the official track announcement, where Sigrid posted a photo of herself in a bespoke T-shirt which, when worn and reflected in a mirror, revealed the title lyric. We also surprised a number of core fans who’d signed up to her mailing list by sending them the T-shirt on the same day.

This mirrored creative was also the jump-off point for our major TikTok campaign. This launched with an official preview, supported across four different European territories, allowing fans to use the track seven days prior to release. The campaign encouraged users and influencers to celebrate the different sides of their personality using mirror transitions.

Sigrid posted huge amounts of supporting content to punctuate the campaign including a duet arrangement, dance challenge, a piano tutorial, an official video behind-the-scenes, her own mirror transition content as well as a livestreamed performance with special guest Aurora on the app. All of the TikTok submissions were then aggregated into a TikTok lyric video for YouTube, showcasing the universality of the song’s message.