For each key moment in the campaign we wanted to have a spread of print and online editorial, social and video content, and real world moments. Knowing that shareable video moments would reach Bea’s huge audience online and travel beyond, we opted for video moments that would maintain positioning and open up her story in new ways, including Vogue and Cosmopolitan video formats.
We wanted a real world event to launch the campaign and worked with Dazed to do this. We produced a 100 capacity event where fans met Bea, saw the single video and partied with her DJing. The Dazed deal included significant editorial and social coverage across multiple channels. This was followed by a cover profile for The Guardian Saturday magazine culture section, balancing the youth and lifestyle focus of Dazed with arguably the UK’s most credible broadsheet.
Album release was heavily focused on reviews across music and news media, including Artist of the Week in the Observer and numerous album of the week reviews, supplemented by big digital features such as a Face tour diary and NME homepage interview.
Bea toured the US post album so we relied on news to keep things moving whilst lining up three major cover features to land in the run up to her UK tour, including DIY and BEAT magazine, and the centrepiece, a Cosmopolitan cover story, with a huge social plan built around it to maximise the crossover to mainstream women’s lifestyle media.
