In early 2022, Ethel Cain began the campaign for her debut album Preacher’s Daughter. She had never had UK PR representation before and the campaign was launched in the UK from a standing start.
Inside Out Agency were the only UK-based team, which allowed us to select opportunities across print, online and radio. We wanted to ensure the record became one of the most critically acclaimed of the year and that Ethel Cain would become a new fashion icon and a voice of a generation by the end of 2022.
Every piece of press was intended to provide tangible moments that gained new fans and excite current ones, allowing them to be shared online to build a word of mouth hit that united both critics and members of the public.