With Future Nostalgia, we set out to deliver a conceptual and immersive campaign that would push the boundaries of pop music. We intended to firmly establish Dua Lipa as an undeniable global force and all marketing activity deliberately re-enforced this message.

The album campaign was curated and executed as a fully holistic experience, led by directional creative and world-class music videos, by creating exciting events out of all promotional opportunities, a dynamic content strategy that included dance and live performances to shed light on different influences of the album, the release of a remix album that told the story of the dance influences that were at the heart of the project and a record-breaking live experience stream.

It was important that all the content created around this album was unique in order to keep creating viral moments when the world was locked down. Our objective with Future Nostalgia was to cement Dua’s position as a leader – the first and the best.

We wanted to grow Dua’s audience in key territories such and South America, India and China. We did this by tailor-making content that would reach a broader global audience, including releasing all of Dua’s music videos at 1pm GMT to make sure her global fans could watch together. Alongside building a rich content strategy for Instagram and YouTube – where Dua already has a dedicated, reactive fanbase – we understood the importance of Dua having a presence on TikTok and how that would translate into building vital new audiences.

Key campaign highlights:

• A disruptive teaser campaign to announce the return of Dua, including revealing her new look and the name of the album via Dua’s new tattoo.

• An outstanding performance for the EMAs which went viral instantly and rippled through online social conversation.

• Comprehensive digital strategy to amplify her return, including heavyweight partnerships with Snapchat around a bespoke DSN lens and viral TikTok challenge #Full180.

• Physical workout video and ‘Don’t Start Now’ live performance roller-skating from LA.

• The Future Nostalgia experience on Spotify to elevate the album within a streaming platform with a visual experience.

• Dua #fantweets Twitter partnership to showcase Dua’s relationship with her audience.

• First-of-a-kind ‘Levitating’ TikTok campaign to include the global community in a way they have never been part of Dua’s ‘Levitating’ music video.