GUTS

As the release of Olivia's sophomore album approached, the team worked the creator strategy and activation for her first single in two and a half years, 'Vampire' — a punchy operatic ballad with teeth. GUTS' release was accompanied by a flurry of excitement across various tracks, and we remained agile in order to lean in across the audios where creators could have the most impact, ultimately working on 3 additional tracks in support.

As snippets of Vampire started appearing across TikTok it was clear that organic uptake would be huge. Our strategy was to cherry-pick creators who would go against the grain of the organic UGC — we worked with the Mattison Twins, renowned for making music videos for pop tracks in the style of rap videos, and balanced this with fan-girl accounts who could inject infectious passion into the track. We drove over 14M views to the audio and UGC grew from 3.5k to +86k during our campaign.

Once the album was out we monitored organic trends for opportunities to engage creators. A SOUR vs GUTS trend began forming and we brought in fans and key creators to support it. Meanwhile on Get Him Back the team trialed comedy, toxic-ex content and emotional POVs — and as comedy resonated most with Olivia's audience we pivoted toward that niche.

Keeping our ear to the ground to support organic trends and find creative partners to complement Olivia's art, we helped this incredible record hit #1.