KEY CAMPAIGN HIGHLIGHTS

• Disciples single ‘I Got You’ dropped over lockdown, and the band wanted to play on the track’s messaging to help their fans feel supported. The whole marketing campaign was centred around giving something back, and we enlisted the help of a number of well know music faces (Jessie Ware, Gorgon City, Jonas Blue, Becky Hill etc) to record videos giving advice on how they coped in time of stress. Videos were shared to Disciples’ socials, driving up engagement by an average of 27% across each social post, and driving views into the hundreds of thousands, as well as collaborators sharing content to their own socials thereby helping us to move awareness of the track outside of Disciple’s own fanbase. The band also set up an ‘I Got You’ hotline which fans could ring into for advice, and we also created ‘I Got You’ self-care packages, which were gifted to audience members who engaged with the campaign online. These elements of the marketing campaign acted as a real talking point, securing coverage in press and helping us hit national radio, as well as creating a two-way conversation between the band and their fan base, with the track hitting over 20 million streams online.

• In order to put Disciples in front of new audiences, we were keen to explore brand partnerships that we felt would showcase the band’s creativity and take them outside of their traditional dance fanbase. As huge car fanatics, when the band were given the chance to partner with the iconic car brand, Jaguar, (as part of their ‘Creative Sound Design’ project) it felt like the perfect fit. This content partnership saw the band perform two tracks in Jaguar’s innovative Gaydon Product Creation Centre, as well as being interviewed by Jaguar’s sound design team to discuss how creativity shaped their work. The crossover between creativity and design really resonated with Disciples’ fanbase, with audience members loving the synergy in the partnership, and video views reaching into the thousands and we saw an influx of new followers to their account.

• During the pandemic, the band were unable to tour as usual, and therefore we looked into creative ways we could bring their music to life around single releases. We partnered with key online music sites, including Defected Records and DJ Magazine, staging global live streams in unusual locations, and collaborated with other dance artists in order to drum up excitement. Live streams achieved hundreds of thousands of views, and the band trended across X, as well us successfully seeing a correlation between streams rising across digital streaming platform (Spotify. Apple etc) around each live stream moment, which we used to fuel momentum around each single.

• As part of the band signing to a new record label (Ministry Of Sound) we wanted to relaunch the band’s social channels in line with a new music chapter for the trio. Dance audiences are notoriously hard to engage with across socials (as they sit as more passive music listeners), and therefore our key target was to bring the personalities of each band member to life and drive home a deeper connection with their fans. We brought on a new social agency to help do this, and focused on content that showcased a different side to the band, delving into their humour, their relationship with each other and a consistent stream of behind the scenes content that focused on music and their personal lives. This led to a 17% uplift in social numbers, and average engagement going up by 29% across posts.