For Diamonds, Elton John’s ultimate greatest hits collection, our campaign highlighted Elton John’s universal appeal. Whether a die-hard fan or a casual listener introduced via TV and film syncs, Elton John has soundtracked a moment (or many) in just about everyone’s lives.

Work on the campaign began in early 2017.

-Elton, supported by YouTube, ran The Cut – a global competition giving undiscovered talent the chance to create the official music videos for three iconic Elton John and Bernie Taupin songs – ‘Rocket Man’, ‘Tiny Dancer’ and ‘Bennie & The Jets’.

-The Diamonds preorder launched alongside the premiere of Kingsman 2, in which Elton appeared as himself, via a teaser campaign of animated drawings of iconic Elton looks through his 50-year career and an unboxing video.

-ITV’s broadcast of Elton John: The Nation’s Favourite Song, featuring celebs sharing their Elton stories, was a key TV moment.

-Fans were able to have their say in Elton’s Diamond Club via Facebook Groups for Pages, launched with a video message from Elton encouraging fans to share their stories of Elton songs that soundtracked their lives. A selection is to be published in a book to be presented to Elton. We used Facebook’s polls feature to run a World’s Favourite Elton John Song series of knockout round polls, allowing casual fans a low-effort option to make their voices heard.

-Elton is synonymous with extravagant eyewear. Therefore, on Twitter we created custom stickers of his most famous glasses for users to try on for #DiamondsDay, our album release day.

-Other release day activities included a Spotify Listening party and chatroom, custom animations from GIPHY studios delivered via Twitter, Facebook and iMessage APIs, and bespoke video content such as a Behind The Artwork piece with Elton’s design team and Behind The Costume series with Elton’s wardrobe designers. Elton’s glasses will again make an appearance on Instagram, where we’ve launched a competition to create a new pair of glasses for him.

Diamonds entered the UK charts at #5. Elton John’s music has sustained 72% increase in daily UK streams and 35% daily increase globally. The Cut competition received entries from over 50 countries. The winning videos have received 21m views on YouTube to date. The Elton John GIPHY bespoke animations and classic Elton John clips have received 33m impressions since launch. On Facebook, our campaign video content reached 3.9m people and had 1.5m video views. The Diamond Club and Battle of the Diamonds Polls reached over 1m people. On Twitter, the #DiamondsDay stickers had over 40m impressions and 90k unique tweets.