Confidence Man’s Tilt album campaign was propelled by their high-energy live show – their Glastonbury performance catapulting the group to new heights.

Their fun, party-fuelled, individualistic character was portrayed across their social postings and marketing initiatives.

In the lead up to album release, the group launched a (fake) press conference to announce they had become (fake) brand ambassadors for “Tilt” – an entertaining activation for fans to enjoy that also created a “Tilt” world that goes beyond the music and album.

We partnered with Serenade to create limited Tilt perfume and cologne NFT products. Social posts highlighted Tilt Crunch cereal, Tilt Max beverage, and TILTafed – available on the tiltyourself.com website – with quirky advertisements and fake Times Square billboard. We also released a physically tilted version of the LP.

The campaign launched in November 2021 with lead single ‘Holiday’, its extravagant video, and the news of the album set to arrive in April 2022. Subsequent singles adapted a waterfall strategy to drive streams while social posts regularly drove towards album pre-orders, including a pre-order competition.

Following their appearance on Later… with Jools Holland and alongside their UK/EU tour – as well as a support slot with Noel Gallagher’s High Flying Birds – the group’s Glastonbury set proved to be a highlight for many.

At this point, ‘Holiday’ began to pick up substantial momentum, so we re-serviced to radio and secured a spot on BBC Radio 1’s B-list for five weeks. The track jumped up Shazam’s Top 200, Pop, and Dance Charts. We launched a competition inviting fans to create playlists that included ‘Holiday’ and partnered with Creed to launch a TikTok influencer campaign.

Due to the popularity of their live shows, Confidence Man returned to the UK before the end of the year: they sold out their three London shows, two Manchester shows and one Leeds show. Ahead of their return, we released their Re-Tilt EP featuring remixes of album tracks.

Social posts surrounding the EP featured clips of DJs/producers including their remixes at club shows (e.g. Tame Impala’s Kevin Parker, Erol Alkan, CC: DISCO!).