Little Mix’s sizable global online fanbase constantly need to be fed with new, exciting and engaging social assets, so we ensured that we had a content-heavy strategy at the heart of our campaign.

Around the release of the single ‘Power’, we created a content series that highlighted the strong identities that the girls showcased in the music video, emphasising their individual “super powers” in fun and engaging ways. As part of this, we created a series of Power Move social hack videos for each girl that brought their characters to life with a unique power, which included references to arcade video games like Tekken, Japanese anime and emojis.

We also worked in partnership with Twitter on a promoted sticker campaign – creating a series of motorbike patch-style stickers featuring each of the girls and Stormzy. In line with the release of the album repack (Glory Days: The Platinum Edition), which featured three brand new songs, we wanted to make sure as many people heard the new tracks as possible: and what better way to do that than to premier them at the girls sold out 38-date Glory Days UK arena tour?

We partnered with Shazam using their new geotechnology and kicked it off by geo-fencing the O2 arena; before Little Mix came on stage, we used the tour screens to give the 20,000 fans the first ever listen to ‘Is Your Love Enough’. There was a clear call to action that new music was about to play and prompted everyone to get their phones out and Shazam it. When the track played, they were driven to an album pre-order splash page where they were able to re-watch the clip and share. We did a similar activation with another new track, ‘Dear Lover’, at the Glasgow SSE Hyrdo arena and further incentivised fans by embedding an unseen clip from the Glory Days documentary on the splash page.

From a digital perspective, Little Mix are collectively the most-followed girl band on social media with over 47m combined followers. They are the most-streamed girl band on Spotify and are approaching 3bn Vevo video views.