With Ultralife, we wanted to make sure that fans got insight into the “album” process which was created at home, written, produced and mixed by the band themselves – and so the band captured the whole process and created their own documentary detailing the journey.

We set up an Album First Listen event in partnership with Everyman’s Cinema, with the band themselves hosting album launch festivities for their fans on the eve of album release, introducing and watching their album documentary before listening to the album in full just ahead of public release. This was a one-of-a-kind first event where the cinema provided the somewhat untraditional yet perfect backdrop for a visual – album exclusive first listen with perfect sound surroundings, mesmerising big-screen visuals and comfort only a cinema setting can offer.

We were subsequently able to repurpose this key content outside of the fanbase with other partners and also secured a fantastic promo slate of over 2.5m UK impressions for the long-form documentary content with Vevo and created a bespoke edit to roll out exclusively with Apple Music as well as part of a wider partner campaign.

Some 55% of album 1 sales have been derived from streaming, so we needed to ensure that we catered to our “streaming” audience. In tandem with the launch of Spotify’s Spotify Codes, we created OW six-foot structures stickered up with a Spotify Code scanning through to the new album. The band took the structures around town with them to listen to the album with fans on album release day. As part of our guerrilla activity, we also had a multitude of additional code stickers placed around the areas visited which helped generate further footfall and engagement throughout release week.

We also wanted to provide artists and industry with their own unique and immersive listening experience to the album at Island Record’s inaugural Osea Island event. Alongside MelodyVR & the band, we created a virtual world for each track which listeners could engage with whilst listening to the new music for the first time.

With weekly content dropping throughout campaign, we were able to utilise this roll out to really engage and expand the band’s following. With a regular mailer strategy in line with weekly content dropping, we were able to engage and strengthen the band’s existing modest-sized mailing list and also look to secure new database signups with exclusive content and the promise of regular comms from the band via the mailing list, which enabled us to more than double the band’s database in just four months.

We also set up a new Facebook Messenger bot for the band which was used to exclusively announce their huge 72-date world tour creating a new social channel for the band to communicate to their global fanbase.

We were also able to create a fantastically varied remarketing always-on spend strategy across socials and programmatic advertising, presenting new content and imagery/tailored pre-roll creative to an engaged audience through discovery to ultimately purchase as we got closer to album release.