The Project.
Renowned musician Richard Hawley released his ‘best of’ collection to the world in 2023. A cultural legend, known for his rich catalogue of music and collaborations with acts such as Pulp, Arctic Monkeys, Elbow and more; this amalgamation of a life’s work was tasked to us with the goal of igniting his fans and converting sales for an impactful commercial response.
The Work.
Our campaign plan was brought to life through a balance of content days with Richard, with culture content in aid. Our focus was to engage the ‘casual follower’ and convert them into a deeper fan, whilst feeding the core fan base with content to create importance and excitement around the release.
We focused on emphasising and communicating his legendary status as a musician, whilst reigniting passion for many of his hits, as well as drawing attention to his wonderful character. This was a winning combination when matched with the content we created and re-purposed for this campaign.
The Results.
Chart Position: 4
IG Reach: +1.7k%
IG Engagement: 6.3%
FB Reach +4.5k%
“The Drop have been creative, engaged and excited about the project, bringing amazing ideas to the table and executing them brilliantly. The content day was particularly successful, engaging the artist and delivering slick content that activated the fanbase and helped us achieve an incredible chart position.”
