Robyn’s Honey album campaign, her first studio album in eight years, started in February this year with a simple exchange with an impatient fan who asked Robyn on Twitter, “Who decides your album release date?” Robyn responded with a simple yet ambiguo us tweet, “I do. Some time this year honey” – which prompted widespread online coverage with media and fans.

Antsy for more music, and already familiar with the Girls song [a version of ‘Honey’ appeared in the TV show in 2016], her fans started demanding that she #RELEASEHONEYDAMNIT. Continuing to play the tease, Robyn, in a Red Bull panel with friend and collaborator Kindness, took on the mantra herself, shouting “Release ‘Honey’ damnit!” at the end of the interview. That same night, she then appeared as a surprise guest at This Party Is Killing U – an annual party her fans host for other Robyn fans where they listen to Robyn songs all night – and exclusively previewed her new single, ‘Missing U’. This was all documented in a short film titled A Message To My Fans which complimented the release of first single ‘Missing U’ as our key visual piece for this song.

We created her official Facebook Group and invited the fans behind This Party Is Killing U to come and moderate it. The fans love it, coming together in the group for all key campaign moments, from Hottest Records to big press moments. Robyn herself occasionally surprise comments/ participates in the group. For example, she exclusively revealed her first live show in eight years to the group. We also developed a Facebook Camera Effect for Honey which was first revealed in the group (with a video message from Robyn using the filter).

Robyn partnered with Red Bull to play a secret show, which was a key pillar in the album campaign. Fans were only able to gain tickets by playing a specially built game via an augmented reality Pokémon Go-style app, which saw fans from all around the world participate in physical meet ups to exchange tokens and progress through the leader board. Konichiwa Bitches played a huge part here too.

Twitter gifted Robyn a hashtag emoji on album release and Spotify launched a new storytelling format for mobile, which used slides to tell the story of the album. Spotify also made Robyn the first artist to be profiled in their new Richer Storytelling feature, targeted at her fans and fans of similar artists – which hit around 1m users via the iOS homepage of the app.

The Honey campaign continues, as we progress into unveiling Robyn’s first proper music video in six years, which will be for the song ‘Honey’ – featuring fans who submitted ‘audition tapes’ online for the chance to star alongside Robyn.