James Bassett

Little Mix

To build anticipation for and drive sales of Little Mix's third album Get Weird we worked with Ralph on a campaign that ran across Twitter, Facebook, Instagram and Vine over several months.

Little Mix have a very engaged online audience and we were confident that if we could harness this love, the content would spread much further. Parts of the campaign were aimed specifically at rewarding this existing community; with teaser content and experiences such as being able to create your own version of the Black Magic artwork and win a limited edition Little Mix tape.

Other parts of the campaign were aimed at widening the audience and generating buzz outside of this community, such as the world's first use of Instagram emoji search, clever camera trickery in magic Vines and surprising video hacks across social platforms.

In terms of results, the campaign grew Little Mix's followers by more than 3.8 million across all platforms and had a total of nine worldwide Twitter trends. Most importantly, Get Weird went platinum and the campaign was the band's most successful to date in terms of driving pre-orders, sales, awareness and social growth.