With The Weeknd’s new album, Starboy, and his brand-new hairstyle, many Malaysian fans were still unaware of who The Weeknd was, although the single ‘Starboy’ had some awareness already.

We wanted to create engagement and talk-ability in the hope that it would translate into further awareness of the artist and an increase in streams/revenue. We rode on the insight that young people are all about that “bragging rights”. It’s all about that Instaworthy picture. So we launched a campaign called The Ultimate Starboy Search, where we give the fans the power to become a Starboy and to join and vote for their favourite Starboy.

Fans had to upload their most “swag” photo onto our campaign page with our in-built Starboy filter. We then chose the two strongest entry within the week to post on our socials. Fans of our page got to vote by reacting to the photo. Each week, the winner would go on to the next round to compete. For the final round, we did a Facebook Live vote whereby fans could tune in to see the counter going up for each contestant. During the live vote, we also kept the song ‘Starboy’ on a loop so that everyone tuning in got to listen to the track. The whole campaign was purely promoted online – mainly through Facebook ads, Instagram and the use of a few influencers.