For The Raveonettes’ 7th studio album, Pe’ahi, the indie duo opted for a less traditional marketing route: the surprise release. This new project came almost two years after the band’s last album, Observator. Therefore, our main objectives for this worldwide campaign were to both set the stage for a new release and reinvigorate the fanbase without giving away any new album plans.
In order to properly spread the news of the album release without giving away too much information, we decided to break our campaign down into two phases over the course of only two weeks. In the first, we began by concentrating solely on serving core fans by “secretly” issuing the track “Sisters.” We did so by sending out a newsletter that included the track to the band’s mailing list. Additionally, hidden, “dark” posts, ones targeted only to Raveonettes fans, were promoted on the band’s Facebook page, including a video trailer and link to the secret download page.
Simultaneously, a series of YouTube pre-roll and search ads using terms related to “new The Raveonettes album” were launched targeting only the most engaged fans, for instance those who had watched certain Raveonettes videos in the previous 30 days. Because the actual album release was still secret, these ads left out any kind of sales messaging. The idea was that although no formal announcement had been made, superfans would share the “secret” with their friends to organically get the hype going. In the process, we gathered valuable data on the band’s top fans, which allowed us to later push the album’s release to the right audience.
Three days later, the track was announced publicly across the band’s socials, driving traffic towards the hidden track download page. When intrigued fans made their way to the website, they submitted their email to download the track via the Unlock FM widget, marking first-time use of the platform and allowing us to collect remarketing data for the second phase.
Phase two of the Pe’ahi campaign came the following week when the album made its surprise drop. We used all the segmented remarketing data gathered from phase one to really push release awareness. With it, our interactive marketing team helped The Raveonettes post targeted messages on their socials to the most relevant audiences. We retired the original “secret” download link so that it simply forwarded to the band’s website, thus making the search easier for those who weren’t superfans. Throughout the first week of the release, a series of themed lyric videos and album streams premiered across publications like Pitchfork, Q Online, This is Fake DIY, NPR, USA Today and other leading online editorials in Germany, Spain, Italy and Australia.
- From the start of the campaign in May up until September, Facebook engagement increased by 13%, YouTube subscribers were up by 176%, Wikipedia Pageviews increased by 94% and Instagram Followers increased by 48%.
- The average time spent on the splash page was 39 seconds – that’s quite a long time for splash pages, meaning the viewer was fully engaged with content on the page.
- As part of the Email Unlock campaign, there was a 25% increase in the number of emails acquired.
- Pe’ahi debuted at #5 on the Billboard Top New Artist Albums chart, remaining on the chart for 6+ weeks, peaked at #3 on the overall Danish iTunes Chart, #1 on the Danish iTunes Alternative Chart, and spent 5 weeks on CMJ’s Top 10 Album Chart.
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