The aim of our campaign was to reinvigorate the existing Oasis fanbase whilst simultaneously captivating a new younger audience who weren’t old enough to have caught the band in their Nineties heyday.
We built a new website with full discography and integrated streaming players. There was also an in-depth archive of all gigs, rare photos, press articles and videos. An interactive fan page pulled in hashtagged content from Twitter and Instagram.
We had an exclusive fan preview of the Oasis photo exhibition , which included a fan Q&A session with the artwork designer, Brian Cannon. We had 30k fans sign up to Oasis’ database for a chance to attend – and five international superfans got to attend and document the evening live via their Twitter and Instagram accounts.
Oasis’ socials promoted their channels and #OasisExhibition and shared the best of their content. The event trended across Twitter.
Prior to the exhibition, we invited fans to submit questions for Brian. The top five questions were asked, fans namechecked, and filmed. The answers were then edited and uploaded to Facebook over the following month.
A life-size replica of the Definitely Maybe sleeve was installed in the exhibition so that fans could recreate the iconic cover shot. Fans were encouraged to enter a competition by Tweeting/Instagraming their Definitely Maybe photos using #OasisExhibition.
Since the start of the campaign, the Facebook page, which we saw as a key platform, gained over 1.3m followers. Most remarkably, the audience has shifted to a younger demographic. The 18-24-yearold following is now the largest age group, increasing by 5% to 44%. This younger demographic, along with original fans, actively engaged with the page on week of release, with 3% of the 9.4m fans ‘talking about’ our posts, meaning our sales messages reached a huge audience.
Over the duration of the campaign we also gained a further 100k Twitter followers (up to 503k) and 56k Instagram followers.
KEY LEARNINGS
It’s still possible to create fresh, exciting new content whilst promoting a catalogue album without the band’s involvement. This was achieved by reaching out to fans to share memories, photos and videos via dynamic hashtags. We also ran competitions and involved the audience in live events and official content to make Oasis relevant again 20 years after their initial explosive success.
Over the campaign, Definitely Maybe entered the charts at #5 and to date has shipped silver. On top of this we sold 5k deluxe boxsets and sold 4k demo cassettes.
Project Budget
Demographics
