To coincide with the announcement of the Red Hot Chili Peppers’ Australian tour in 2019, we ran a campaign to drive the band’s back catalogue on streaming services. This included Facebook and Instagram dark posts from the artist’s profile, Instagram Stories video, as well as Spotify on-platform video takeover advertising. We used a “greatest hits”-type sizzle reel/pre-roll for the creative to visually and audibly remind the audience of the extensive catalogue of great songs.

We wanted to capitalise on the moment when the tour is first announced and fans are thinking about (or need reminding of) the artists’ back catalogue. These key moments should be utilised and given focus as we learn that it’s not just about the new release – it’s about all songs, and about building an audience and encouraging active listenership. These engaged audiences are then more likely to become more aware of future releases or artist activity and contribute to the visibility of the artist as a whole. For example, if they follow an artist on Spotify they will be told when the artist releases something new.