Our campaign centred around high impact, experimental digital content to amplify GIRLI’s unique brand and build an intensely loyal core fanbase as a foundation for her artistic debut. We decided to release a single every three-to-four weeks as opposed to an EP; we approached each single with a fresh social and creative campaign surrounding the nature of the track.
With the first single, ‘Girls Get Angry Too’, we launched her website which was designed to look like a retro Motorola Razor pink flip phone, with a daily teaser campaign introducing each character from the song We also ran a data initiative on the site which took fans through a questionnaire to find out which GIRLI character they were. We used her database shortly after to market the upcoming sold-out show at The Garage in London by catering each mailer to the data segment that matched the character and designed a 1990s-style fan flowquiz around it.
For her next single, ‘Too Much Fun’, we ran another daily teaser campaign which put GIRLI in various scenes that she writes about during the song and we then used the database to send mailers which were iMessage conversations taken from the song. Following the release of ‘Too Much Fun’, we launched GIRLI.TV, which went on to get press attraction from Dork and i-D magazine.
‘It Was My Party’ was GIRLI’s third single, we wanted to make the fans feel part of the party that it was written about. We rolled out a teaser campaign which was GIRLI picking up the phone to her friend inviting them to the party and on release day we launched assets around GIRLI, asking her fans where they were and why they weren’t at the party using the song as the ringtone.
Following the single, we launched the lyric video which was designed around Snapchat stories to build further onto the GIRLI party experience. ‘Girl I Met On The Internet’ was the fourth single; the song is about GIRLI finding a girl she met on the internet and falling for her. We launched a campaign which encouraged fans to help GIRLI find this mystery girl for a week prior to the release. The teaser campaign consisted of Facebook messenger conversations with the blurred-out girl in the packshot.
On release, we launched the GIRLI Pac-Man game as a website takeover, this received over 2,000 participants in 24 hours and the concept was GIRLI being chased by various social networks, again further building on the concept.
On the launch of the video, we hosted a Periscope Q&A allowing fans to ask questions relating to the video and published it via a Twitter moment. Weekly sequential BTS content and introduction to the characters were then rolled out after. GIRLI.FM 2 is the follow up to GIRLI’s infamous SoundCloud Mixtape she curated for fans a year ago.
We rolled out a teaser campaign of hilarious visual skits to go alongside the mixtape, this was purely for the fans prior to her second sold-out London show.
There was a fan invite first play Periscope stream with GIRLI via her Twitter profile on launch. We worked on some fun content to announce the release of GIRLI’s final single of the year. For ‘Fuck Right Back Off 2 LA’ we created GIRLI airlines and took fans on a full ‘flight booking experience’. Advertising the flight via socials and encouraging fans to sign up to her mailing list to book, they then received a boarding pass which subtly hinted at the details of the release. ‘Checking in online’ takes them to a password protected website. By entering the reference number G1RL1, the fan could hear an exclusive 30-second preview of the song.
