Feeder were in the midst of a resurgence, having scored consecutive Top 10 albums in 2016 and 2017. The goal with 2019’s Tallulah was to engage the band’s existing fanbase whilst at the same time developing new audiences through social media and streaming.

At the heart of the campaign was the band’s D2C store which included limited signed CDs and vinyl as well as ticket bundles, collectors’ items and D2C exclusives.

Driving traffic to the band’s store was key so the team created bespoke content to engage fans and garner interest in the range of products. This included timelapse videos of the band signing stock, a high-quality video of the first test pressing and an in-depth interview with singer Grant Nicholas talking about each track on the album.

This content, alongside official music videos and third-party content from press or radio, was shared on the band’s socials and promoted to key audiences. We put a strong emphasis on ensuring that the right targeting was applied to the content and messaging relevant to the respective audiences, as well as really made sure that data was the key driver for our digital advertising campaign.

Having had core fans on board early on, the challenge was to reach new audiences and grow the band’s streaming figures throughout the course of the campaign. This was not only achieved by tapping into Believe’s global digital retail team in 44 countries who secured playlist additions around the world and a global Spotify marquee for the album, but also by direct-to-fan initiatives such as the weekly #FeederFriday playlist which featured the band’s favourite new music and was updated every Friday on their Spotify page.

Another engagement tool was the launch of the band’s Facebook messenger bot which tapped into the narrative of the album and its artwork – an interactive bot named Tallulah which engaged fans with information on the new album, quizzes about the band and exclusive new content.

The team at Believe also built an Instagram AR filter which allowed fans to wear the iconic Tallulah mask to celebrate the album release.

Orchestrating a well-rounded campaign, the team at Believe and the band’s managers – Darrin Woodfort and David Rowell – managed to grow the band’s audience exponentially and delivered a Top 5 charting album, marking the band’s highest charting album in 14 years.