After the global success of his hit ‘Think About Things’ in 2020, our goal with his follow-up Eurovision 2021 entry ’10 Years’ was to transition Daði into a credible career artist, eventually moving him on to the next stage of his career.

The focus for the campaign was on multiple fan engagement touch points across a variety of platforms, peaking around the Eurovision final and the release of Daði’s debut English-language EP, Welcome.

We teamed up with AR/VR company Landmrk for an exclusive virtual world tour called Road 2 Rotterdam that allowed us to drum up hype and thanked fans for their patience with the tour cancellations of the last year.

Sourcing developers from his evergrowing fan base, Daði created his own quirky platform mobile video game starring his band Gagnamagnid that he also soundtracked.

Daði came up with his own TikTok dance choreography around ’10 Years’ and released a hilarious dance routine instruction to success on YouTube.

This was followed by six local language lyric videos for ’10 Years’, collage-style videos featuring UGC content from fans, and more.

In collaboration with Auras Studios, we created an Instagram AR filter where fans could turn themselves into the dancing Daði, monster or the robot from the ’10 Years’ music video; resulting in 250k impressions, over 74k opens and over 15k captures.

We ran a multi-territory TikTok influencer campaign with Creed Media to boost UGC content. The UK campaign resulted in a reach of 20m, 1.8m post views, 178k+ likes, 1.5k+ comments and 661 new UGC submissions. In general, the sound has now been used over 8.5k times.

With Daði’s fanbase growing across Russia, we wanted to further Daði’s local reach by creating a profile on Russia’s biggest social network, VK. This was successfully launched with a custom song for fans and a livestream fan Q&A, with all content subtitled in Russian. The profile now has over 3k fans.

Daði may not have won Eurovision in the end, but the foundation has allowed him to gain a huge following that we can now use as a base to launch the next phase of his artist career.