A wild week at work - we looked back on 10 Years of One Direction with 7 days of websites, videos, never-before-seen content, treasures from the archives and juicy digital partnerships. Fun to work on a catalogue campaign for a change, and we even got a few pics and posts out of the boys. The whole thing has had a great response from fans and media alike and the results have been staggering:
* 75m+ pageviews on our interactive anniversary scrapbook website - comparable to an entire year’s traffic on the 1D site when they were active
*Officially Sony Music’s most successful eCRM campaign in history worldwide
*50m+ views on our TikTok campaign
*17m Linkfire clicks
*433% increase in UK streams YoY, including the band’s biggest ever day on Spotify
*30m+ YouTube views including 1.1m concurrent live views on a Premiere, with videos trending on YouTube and appearing in the Vevo and YouTube Music charts