We set out on this streaming-focused campaign with the intention of building a set of tools that enabled fans to share their love for this unique artist.
We used the Warriors & Weirdos fan page (Aurora’s website fan club) to give them the two things they wanted most: proximity to the artist; and access to exclusive content. This helped us forge a real relationship with them. The Warriors use this community to share stories with each other and enjoy photos, videos and written letters from Aurora. Aurora was able to leave her own comments and replies whenever she wished.
Aurora loves moths and collects dead ones. We wanted to bring her unique way of looking at the world to every part of the campaign; even when it came to ad space. When we announced the album, we asked people to tweet to help switch on a bunch of lights in a room that would gradually brighten to reveal the artwork. Then we created a world-first collaborative, interactive homepage takeover for Spotify. Users could choose a moth, then click a button to release it into the light. Spotify users will have seen the number of moths growing throughout the day, while a counter underneath tracked the exact number. This allowed us to capture the attention of Spotify users, even if they had no idea who Aurora was.
For the release date, we wanted to find a way to tie everything we’d done together into one neat package. We wanted to show people how Aurora had weaved this mysterious narrative into everything from her artwork to her songwriting. So we built one of the firstever Facebook Canvases and promoted it to fans and lookalike audiences. The format makes it possible to tell a longer story that isn’t otherwise possible without taking them away from their Facebook experience. There were challenges that came with this, but we were able to deliver incredible results here. It helped cap off the campaign nicely by allowing us to piece together the most significant moments from the previous year and a half.
Over the last 12 months, we’ve seen incredible growth across Aurora’s socials channels – both in follower numbers and overall consumption. We’ve had lots of big “moments” to talk about (such as our fan-driven creatives) – but our goal was always to prioritise streaming. Creating a long-term connection between listener and artist across key streaming platforms was integral to success.
We started the campaign at zero, so it’s easy to see how far we’ve come. To date, we’ve amassed 67m Vevo views and over 350k subscribers.
Spotify numbers are equally impressive. Aurora now gets over 1.6m listeners per month and has almost 200k followers. By putting streaming front and centre, we’ve created a platform for Aurora that we can be confident will deliver us fantastic results going forward. And, of course, everyone who meets her or sees her perform live falls in love with her. So we’ve had massive support from partners and friends across the industry to help us get to where we have.
Project Budget
Demographics
