Faith In The Future is Louis Tomlinson’s second album and follows his millionselling debut solo album Walls. With over 67.5m fans across official social channels, community engagement was at the heart of the campaign to help galvanise Louis’ huge fanbase.

#LouisTomlinson had 23bn+ uses on TikTok, so launching Louis’ official account was a priority to engage a previously untapped fanbase with compelling content designed exclusively for the platform. Within 48 hours, it gained 240k+ followers, which temporarily crashed his profile. Similar short-form strategies were employed across YouTube Shorts and Instagram, with Louis posting his first ever Instagram Reel to tease the new single ‘Bigger Than Me’.

The campaign kicked off at Away From Home, a free festival that Louis curates and performs at. A QR code was hidden on-site that led to an interactive Community Map where fans were encouraged to tweet memories of what it meant to be a part of the community. Tweets using the hashtag #LT369 displayed in realtime on the map alongside a countdown to the single launch. The hashtag trended in 42 countries and was #1 in the UK and US. In the first 12 hours, the hashtag had 400k+ tweets.

Following this, we launched a scavenger hunt with track titles hidden within images posted across Louis’ profiles. Fans worked together to help solve clues and uncover the tracklisting using a custom emoji on Twitter. Fan packs with exclusive content were updated throughout the campaign for fans to share across their networks.

We provided multiple touchpoints for the fan community to engage with the album: official listening parties on Stationhead, fan-made Spotify canvases, or a custom playlist generator with bespoke sharable content. Notifying this leaned-in audience via Twitter branded notifications helped drive key campaign moments.

As a thank you, a mosaic version of the artwork was created from pictures submitted by fans. They could explore the artwork to find their images and Easter eggs. Fans also received a personalised Louis Tomlinson Spotify playlist with custom artwork. Animated versions of the mosaic were posted across socials to thank fans for their incredible contribution.

During release week, the team hosted a pop-up store in Camden in partnership with Amazon Music. 3k+ fans turned up to buy exclusive merchandise, stream the album, recreate the video for ‘Out Of My System’ and win a meet & greet with Louis.