With the launch of Charli’s single ‘Boys’, we had a fantastic video directed by Charli XCX alongside Sarah McColgan and produced in house by Atlantic Records UK. It featured an epic cast of over 60 actors, musicians and internet celebrities, including Joe Jonas, Charlie Puth, Cameron Dallas, Riz Ahmed, Khalid, will.i.am, Wiz Khalifa, The Vamps and more. We therefore wanted to create a real online moment on launch and then continue this momentum through the summer. Below are some of the key online parts of the single campaign.

Video launch campaign
• Teasing for the video started two weeks before with Charli tweeting lyrics from the song, we then followed this with Nineties-inspired collages of her favourite “boys”. The final stage was series of Instagram stories with the faces of the boys in the video scratched out.
• To harness the talent and artists in the video for launch, we gave them a package of assets including, exclusive BTS photo, individual short video clip and individual gif
• Charli then also shared BTS photos and text message conversation of her and the various boys in the video, giving fans great insight into how the video came together.

Creative Advertising
• We ran Facebook and Instagram ad carousels with the boy images, mimicking Tinder profiles. Running these sequentially we started with a selection of different boys and then followed up to users who had engaged with “matched” creatives of Charli and the boys
• We ran video advertising with Grindr whereby users of the free version of the app could get more “matches” by watching 30 seconds of the ‘Boys’ video.
• We enlisted the help of Social Chain to create and push out memes relating to the track on their spread of student – and youth -focused community social media accounts.
• Alongside our SnapChat lens featuring 30 seconds of the song, we used a service called FanBytes to run a small influencer campaign with Snapchat micro influencers.

Messenger bot
• A month after the initial launch of the track, we put her Angel Chat live on her Facebook page.
• The artist worked alongside the developers InConversation to script out a whole messenger tree that asked fans questions about “Who the most fanciable boy was” and “What’s the best piece of boy advice?” results of these polls could be seen in real time.