The goal for this campaign was to increase Isak’s following on TikTok/ YouTube and to create engaging and interactive content to give back to his most dedicated fans. We created an advanced fan interaction site where superfans could connect and get exclusive insights and content across the campaign.

The site offered the option to log in with Apple/Spotify/Tidal in order to stream music from your chosen service: this directly contributes to stream counts. After logging in, you are sent to the ticket booth where you need to pre-save/follow/connect to Discord or subscribe to his YouTube channel to enter. You will also choose a mask (inspired by the music video for his single ‘Good Things Come To Those Who Wait’) and a name.

Once you enter the theatre you can see other users who are logged on in real time, walk around, and chat with them. Whenever Isak is logged in, you will see a mask with a mullet that differentiate him from everyone else. At the bar you can receive a virtual cocktail and personalised playlist based on your taste, you can buy merchandise at the booth and backstage you can snoop on Isak’s phone. In the main theatre, you can join exclusive livestreams and premieres for every campaign video.

To engage the fanbase across platforms, a lot of resources were dedicated to helping Isak in creating content: filming behind the scenes, securing specific spaces for exclusive fan pop-up shows, and organising with a videographer to film them across Europe (the 20 top fans in Stockholm, Oslo, Berlin, Paris and London). For each city we released a recap video, where Isak did a livestream talking about the show before redirecting fans to the video premiere on YouTube.

Each music video was set up as an event where Isak went live on the website (via YouTube) and fans could hang out with him and with other fans in the chat on the website (via Discord).

The campaign also focused on continuing to build on Isak’s audience in Southeast Asia, amongst others through popular translated lyrics videos that were pushed out via South Korean accounts on YouTube in order to gain attraction from that market. The campaign was also supported by an extensive advertising campaign, across YouTube, Facebook, Instagram and TikTok.