The 2016 BBC Young Musician of the Year winner and classically trained cellist, Sheku Kanneh-Mason, was selected by Prince Harry and Meghan Markel to perform four songs at their royal wedding (for reference, other performers only played one song). Sheku’s record label, Verve Label Group, wanted to advertise this once-in-a-lifetime performance to increase his international fanbase and promote his debut album released earlier in 2018.

Fame House started the paid media campaign the day of the wedding in real-time using footage of Sheku at the actual wedding, his single cover art and text quotes from him expressing his excitement and gratitude for being selected for this honour. Creative assets were switched out in real-time to keep the content feeling fresh, organic, and highly relevant to fans of the royal wedding who were watching on their televisions and keeping up with social chatter on Facebook and Instagram.

They also featured vignettes about his life growing up and his experience on Britain’s Got Talent. The campaign ran from the wedding day on Saturday, 19thMay through 23rdMay, during which he also had another performance on CBS’s Sunday Morning. The campaign drove almost 1.5m impressions in just four days,l argely because of the highly engaging creative strategy and experimental targeting. In addition to targeting fans of Sheku, other classical musicians and the royal family, Fame House also focused ad delivery to people who have expressed interest in English television shows, books and movies.