Dua Lipa was a brand-new pop artist in an incredibly competitive and challenging market. We needed to position her as a credible and aspirational artist, as well as an artist who wasn’t pigeonholed to one sales stream; she could sell tickets, stream and sell physical product.

The goal was to make her creatively ahead of the competition and not compromise at any stage. Her first single, ‘New Love’, firmly established Dua as a credible artist, adored by the blogs. ‘Hotter Than Hell’ and ‘Blow Your Mind (Mwah)’ delivered a first taste of success, ‘Be The One’ became Dua’s first globally successful single and ‘New Rules’ her first UK #1 and international smash.

The single releases were accompanied by a clever weaving of live shows and festival slots, including a key turning point at Glastonbury, where Dua’s show was one of the busiest tents of the weekend.

We wanted to make sure that the campaign put fans first, giving them content before anybody else and reacting to what they were doing and saying online. For example, fans were the first people to hear the album in full at events at YouTube studio spaces across different territories and after we saw so many fan interpretations of the ‘New Rules’ video, we created a bespoke fan video with all of the footage, which had over 1m views.