Perrie – Columbia Records UK
OVERVIEW OF CAMPAIGN
The launch of Perrie’s solo career was built with her fans at the forefront, using short form and creators to helping move to new audiences. Each of the different singles has helped build on specific targets for the album, ensuring our story pillars are always present.
Ahead of the first single, we had to establish Perrie’s presence on socials to ensure her content could travel in an algorithm-led landscape, setting up HQ channels a month before where we could speak to fans more directly. A teaser “intro” was shared on Spotify to help build monthly listeners ahead of music dropping.
With single one, our goals were to establish real excitement within Perrie’s existing core fans, plus mass awareness within a more casual pop audiences. A live streamed vocal performance on Instagram showcased solo Perrie for the first time, to incredible reception and clips travelling for weeks after. She was present across every social platform across the release, with Discord Q&As, Twitter HQ takeovers, a Stationhead streaming party, plus real time posting and TikTok trends from across Europe on promo.
With the follow up single Tears, we continued to build a narrative around the diversity of the album as well as showcase Perrie’s personality. The Tears hotline was launched in line with the lyrics, where fans rang up to leave a message after which Perrie could help them “leave their tears behind”. A performance at Capital’s Summertime Ball was particularly well received, with the moment maximised with fan-style UGC and split screen content.
One of the key goals around third single You Go Your Way was to continue to reinforce Perrie’s vocal abilities. Without any gigs imminent and wanting to still keep an elevated presence without acoustic versions to camera, we introduced a karaoke series. This began with Perrie’s own spin on carpool karaoke, where creators heard the track for the first time plus they performed some classics. Perrie’s most engaged fans who pre-saved the single were invited to real life karaoke sessions where Perrie surprised fans who were singing the single, which reached millions with Perrie HQ sharing real time TikToks.
Easter eggs have constantly been hidden to help engage superfans with clues, making sure they’re first to know what’s coming next and a core part of our campaign. As we move into the album campaign, the foundations have been built for a big 2025 ahead for Perrie.
RESULTS & KEY LEARNINGS
– Perrie’s debut single Forget About Us debuted in the Official Charts top 10 and was #1 airplay record in the UK.
– Perrie HQ now has 162k followers on Instagram and 76k on TikTok, with over 100k ready in time for the release of the first single.
– Perrie’s Whatsapp channel hit 1 million followers straight after launch, in addition to a Discord channel with 3k engaged fans.
KEY TEAM MEMBERS INVOLVED
- Hayley Marchant – Head of Marketing, Columbia Records UK
- Catherine Dowie – Senior Digital Marketing Manager, Columbia Records UK
- Caitlin Fine – Head of Digital, Columbia Records UK
- Amy Wheatley – Managing Director, Columbia Records UK
- Dipesh Parmar – President, Columbia Records UK
- Angela Grech – Director of Marketing, Columbia UK
- Samantha Cox – Modest! Management
- Georgie Gibbon – Modest! Management
- Theresa Peuker – Modest! Management
- Matt Hill – Modest! Management
- Robyn Elton – Blackstar
- Sophie Page – Blackstar
- Emily Lindsell – Blackstar
- Olivia Hobbs – Blackstar
CAMPAIGN TARGET AUDIENCE
Age: 18-24 years, 25-34 years
Location: Global
CAMPAIGN BUDGET
More than £50,000
