We started the Hot Chip campaign looking to reactivate the band’s fanbase as their last record was released in 2015. We focused on driving followers on catalogue playlists, building good habits on socials and using media (like IG stories) that are core channels now but were new or nonexistent on the last campaign.

Before the album announcement, we announced a small underplay tour and used this to rebrand artist properties with new creative that hinted at the album art but were in black and white.

We drove email signups by offering a pre-sale code.

Video teasers for ‘Hungry Child’ began rolling out alongside a performance and broadcast from 6 Music Festival. A Bath Full Of Ecstasy was announced with the ‘Hungry Child’ video and a world tour. Preorders of the album came with a pre-sale code for those shows.

Video content on socials was essential for the campaign. Because the ‘Hungry Child’ video was so dialogue-heavy, we used funny captioned bits in our digital advertising.

The band would share live video from fans into their IG stories. Most of these videos came from those underplay shows, so the enthusiasm in the room was contagious, even via watching on Instagram.

Custom Snapchat filters were set up for each show as well. We also filmed a campaign called What’s In The Tub?, a series of vignettes showing people in bathtubs full of the things that make them happy (literal baths full of ecstasy).

This formed the backbone of our “out now” creative. Videos were delivered sequentially, so fans would see a different one each time the ad was served.