The band’s multifaceted story of their inception – essentially, an internet-based project spanning three continents and eight band members – proved the starting point for our creative vision. Introducing their debut Domino single, ‘Something For Your M.I.N.D.’, with the band’s first official photo and brand new visuals to accompany the track laid the groundwork for our most visually creative campaign of the year at Domino.
Re-generating the band’s website to envelop their web 1.0 aesthetic
– think all of your Angelfire and Geocities fever dreams combined!
– was essential in establishing the band’s vision and voice for the first time.
Working away from the traditional frameworks of social media to house the nucleus of the band’s world gave their ever-growing and early-adoptive fans a first portal to truly communicate with the band. Its guestbook was key to this; somewhere fans could share their first messages (and memes!) with the band directly, and a portal for us to immediately gather a starting point mailing list and remarketing pool of their superfans for wider activity throughout our campaign.
With their personal images now taking shape, the band’s de facto mascot – The Whale – took centre stage across their video output and was a key focus in our wider digital advertising and brand exercises. We only furthered The Whale’s presence as it became the protagonist of a new online adventure to harness both super and casual fan interest alike – Superorganism: The Game became another engaging way for fans to engage in the band’s world, as they took The Whale around virtual worlds based on the band’s videos to get to the top of the game’s leader board.
With the debut album released, the band’s creative streak never faltered.
Whether applying it to our first AI frame on Facebook – allowing users to superimpose the band’s whale logo to their face for their own use globally and geo-pushed around their high-profile festival appearances – or their first Giphy sticker Instagram set. Even their first foray into Snapchat, with a bespoke lens built for the launch of album track ‘The Prawn Song’, their brilliance coursed throughout everything we did.
Ultimately, in creating the band’s digital imprint from start to campaign finish, their online standing has never been stronger. Starting from next to nothing on each of their channels, they now can claim a combined social following of over 100,000 fans, with an additional 100,000 on Spotify and so many more across YouTube and beyond. The Organism continues to grow.
The dedicated fanbase we sought to grow from the very start of our campaign were key to word of mouth and helping drive a good week-one placing for the album’s release. With D2C proving fruitful in generating those numbers, it allowed insight into the fanbase we didn’t have from the start and showed the gaps that needed to be filled as we ran into more concentrated activity through the campaign.
It was Instagram that proved the greatest home for the band as things progressed. They didn’t have an account at the very beginning, but it now stands tall as their largest social channel in terms of follower numbers with over 52,000 [people following them]. With Stories as well as the ever-more-personal feed they were curating of their own content, it proved key in reaching a younger demographic globally outside of other platforms such as Facebook. Use of Stories also proved hugely influential in terms of engagement with the band’s off-platform properties (YouTube content, Spotify listeners and followers).
Project Budget
Demographics
