SOME key campaign highlights:

• Olly is known for his sense of humour and playfulness, and we wanted to bring this to the forefront of the ‘Never Been Better’ album campaign and appeal to his core fanbase. As part of the ‘Kiss Me’ and ‘Grow Up’ single releases (in the lead up to the album release), we decided to create social campaigns based around this sense of fun, and we reached out to a series of celebrities, influencers and recognisable figures, asking them to create photos and videos related to the titles of each track. Celebrities got creative, and made over 60+ pieces of social content related to the ‘kiss me’ and ‘growing up’ themes, that we were able to share to not only Olly’s social platforms but also to the celebrity’s own profiles and get people talking about the tracks. Posts were fun, engaging and highly sharable, and inspired fans to get involved, as they created videos and photos for their own socials related to the track titles driving up UGC content which we were then able to also share. This helped create a series of viral moments around each single release, with campaign posts racking up over 8.5m views online and the average engagement up by 24% on each of Olly’s social posts. The rise in engagement meant we had a highly leant in audience ahead of album release which helped drive the album to the no. 1 spot.

• As part of the ‘You Know I Know’ album campaign, Olly’s released the single ‘Unpredictable’ - a collaboration with the X Factor singer, Louisa Johnson. We wanted to appeal to Louisa’s younger skewing fan base and bring some of those eyes over to Olly’s socials, as well as having some fun with the digital campaign and playing on the theme of the track, and therefore we engaged a number of high profile influencers to film a series of ‘unpredictable’ challenges with Olly and Louisa, ranging from football shoot outs to lip synching. This resulted in eleven pieces of highly engaging long-form video content that were shared to not only Olly and Louisa’s social accounts, but also via each influencer’s social and You Tube accounts, and which appealed to the younger audience we were trying to reach. As most of this content sat on You Tube, we also worked closely with the Google UK team to ensure that content was fully optimised and to garner extra playlisting support their side, whilst always driving fans to stream the single throughout. This series drove a huge amount of views and engagement, with content being viewed over 52,000,000 times, and Olly’s Murs You Tube subscribes increasing by 17%, and we saw a direct uplift in streams around the single once content was released.

• In the lead up to the release of Olly’s ‘24 Hrs’ album, we wanted to drum up pre-orders for the album, and showcase the message of the record in an interesting, engaging way. In order to do this, we created an interactive website showcasing a day in the life of Olly from day to night (over the space of 24 hours). Visitors to the website were able to interact with a video of Olly on screen, and manually change the visuals from day to night to unveil the story of a night out with Olly (and the morning after!). The website proved extremely popular, garnering over 651k unique users and was a key tool in drumming up excitement in the run up release, and a talking point for our promo teams as they trailed the album release, which eventually saw the album hitting the no. 1 spot. 

• Alongside each album campaign, Olly had an extensive touring schedule, which we wanted to utilise to grow his audience online. Alongside the Never Been Better