The overall goal of the campaign was to heighten the awareness around the release of the new album, Faith, build social presence and strengthen existing social profiles.

Hurts produced and directed all Faith campaign content, which was the driving force for all creative. Art direction, concepts, social media clips, official videos, outlet interviews, live performance and physical design elements were constructed by the band members. Even the Faith artwork was self shot by Adam and Theo. Key campaign assets incorporated creative use of hiding clues and using different languages to activate multiple territory fanbases. The first full-length video content was a IGTV video and the band worked closely on it with director Rob Sinclair. Content was pushed out organically and incorporated with management/digital social strategy throughout the campaign.

The band were one of the first to utilise messenger platform Telegram, building a direct line to their global fanbase. Telegram launched the album campaign. This involved a social blackout followed by a CTA to sign up to the platform with hidden messages that was utilised for Spotify canvas and across socials. This two-levelled channel enabled numerous features. Not only could the band personally interact via Q&As and listening parties, fans had access to exclusive content and were able to communicate with each other and break down clues together in teaser hunts. Telegram statistics allowed management to identify superfans.

Spotify Canvas was used throughout the campaign to tease new content and drive the fanbase to the platform through a treasure hunt format. A fan competition to submit artwork and video content was also run post the first single ‘Voices’. This gave fans the chance to appear on the ‘Voices’ Spotify Canvas. Swapping out the Canvas each day for a week, and directing fans from both Telegram and Instagram stories directly to the platform.

Spotify themed playlists were updated each week with a new theme. Fans were asked to post their suggestions with their Instagram handles so they could be tagged on Instagram Stories if their songs are added to the playlist.

A pre-save giveaway campaign encouraged fans to pre-save the new album for a chance to win a Golden Ticket to a show of their choice on the Faith Tour 2021 and a chance to meet the band. We gathered a total of 5,313 pre-saves.

The Faith Detection app connected to an individual’s Spotify to display how faithful you were as a fan. Top fans with scores of 100% (the most faithful) were displayed on a leaderboard.

Physical also played a key role. The Orchard worked with the artists and management to create an extensive range of formats; this included a premium boxset, 12” picture disc, 12” gatefold vinyl and two cassettes. The vinyl placed Faith at #8 in the UK physical vinyl chart. Carousel ads were created to drive engagement straight to the D2C store to view exclusive bundles and signed products. The Collection Ad feature on Facebook was used to promote the physical products alongside the digital, to ensure all fans were being catered to through one ad. The band also livestreamed the signing of the physical albums on the platform which had 28,000 people tune in.