The Spice Girls going on tour was always going to make headline news, but we wanted to ensure this felt like a modern celebration of Girl Power. The first step was bringing the band into the digital space.

We brought CYOA on to help launch the Spice Girls’ socials on the day of the tour announcement and used a spoof content piece shot with the band. We cross-posted the asset from the Spice Girls’ Facebook page with the individual members pages, key media and fan pages to ensure maximum exposure.

The biggest challenge in keeping up momentum ahead of on-sale was the lack of new content. CYOA created an eight-tile collage on Instagram featuring some of the highlights of the Spice Girls’ 25-year history and we accessed UMC archive footage for teaser assets so fans could be reminded of the Spice Girls’ incredible history.

The beginning of 2019 was all about growing socials and the CRM database. We chose key calendar events which were in line with the Spice Girls’ principals, such as International Women’s Day, the BRITs and Mother’s Day to launch competitions, share Spotify playlists and create one-off quote card assets.

We launched a GIPHY channel, using weekday and mood triggers to ensure relevancy to audiences. We worked with Pretty Good Digital to launch a brand new website and created a CRM strategy, ensuring first looks of all content went to those on the database to drive signups.

We worked closely with UMC to upgrade all the existing Spice Girls videos into 4k & HD and, in a world first, replaced these videos “in line” to retain views and comments. We dropped two videos weekly for seven weeks to re-engage the YouTube fanbase and keep regular content dropping ahead of tour. Due to hectic rehearsal schedules, we knew time with the band would be restricted, so we wanted to explore alternative ways to help tell the story of the Spice World Tour. We filmed interviews with key members of the creative Spice Girls tour team, as well as filming dance tutorials with the Spice dancers.

The week the tour started, we had a world-first activation with TikTok which saw global promotion of two Spice Girls challenges. We launched Instagram stickers, specific to each tour date, and launched a Twitter hashflag emoji.

We delivered a series of Spotify Canvases using the new 4K video footage and worked with Apple to create a special Spice Girls “room”, which was featured prominently on the main page. The room hosted all the Spice Girls’ albums, playlists, solo material and an editorial piece following an interview with the band.