Passenger - Album Campaign 'Sometimes it's Something, Sometimes it's Nothing at all'

This D2C Album campaign was done in partnership with Shelter UK.

As part of digital marketing team, I worked on supporting online presence, management and asset creation. Our focus was on reviving existing audience, and selling directly through Shopify with Mailchimp newsletters being the main driver.

Marketing strategy included, video releases every friday, Spotify canvas creation and playlist best-practices, along with streamed live session at Abbey Road and Black Crow Studios . World tour and Ed Sheeran support tour helped with album release.

Results:

Over 5M views on Youtube. Bringing total View count over 3 Billions.

Spotify monthly listeners: 10M.

Credits: images by Jarrad Seng