Lucy Spraggan’s Choices offers the insight that saw Lucy go sober, embrace a healthier lifestyle and find solace in its wake.

One of the key goals was to reposition Lucy as a staple British pop artist in her own right, distancing her from her X Factor origins and deliver a chart result which would set her trajectory above that of even a contestant winner.

To compete in the pop market on a small budget, we designed a campaign full of organic social activations that would mobilise her existing core fanbase and Lucy’s organic social skills whilst ensuring her audience enjoy a positive communal experience. The themes of change, choices and transformation gave a unique opportunity to help reposition Lucy.

We got creative with social media best practices and eCRM using incentives, competitions and pixel marketing to build an audience pool which we retargeted and engaged with small bursts of in-house paid social across Facebook, Instagram and YouTube.

Lucy’s daily drive of organic activity between marketing pushes meant that reach and engagement was at a constant high, which also helped keep paid social budget requirements low. A key element to campaign activity was having a multi-platform approach, always trying to direct traffic between platforms to cross pollinate the marketing channels and digital assets.

Some of the key campaign moments included utilising Facebook and Instagram livestreams to direct traffic to YouTube premieres.

Lucy’s music video for ‘Animal’ features a Rockystyle training montage intercut with a boxing match. We ran an album pre-save incentive on socials to win the gloves and kit directing fans to:

1. Head to ‘Animal’ on YouTube

2. drop some boxing glove emojis in the video comments

3. look out for the competition link in the video.

This campaign had a referral feature where fans could share the link to get a better chance of winning. Teasing new releases and announcements way ahead of release and hammering the message to get through social media algorithms.

‘Flowers’ was teased three weeks before release; if you followed Lucy, you knew it was coming. Lucy is great at pushing a message whilst keeping it fresh.

On the single ‘Run’, we called on fans to send in videos of them getting out on their lockdown runs which we used on Spotify Canvas alongside a running playlist.

To build followers on Instagram we ran a mega giveaway, including prizes playing on an in-joke with the fans on Lucy’s obsession with Biscoff, with the food brand donating £300’s worth of goods.