Adele '30' Album Campaign (2021)

Working on such a poignant album was a definite career highlight, and its record-breaking trajectory in the UK as the best-selling album of 2021 was the cherry on top. The UK campaign was a mammoth team effort to deliver on the sky-high expectations, starting from the early brainstorms to plan the '30' projections that teased Adele’s return and broke the internet, and culminating in a Music Award for best Artist Marketing Campaign. One of my key focus areas was leveraging data to monitor online noise and identify opportunities. I took my analytics and reporting game to the next level and compiled topline yet comprehensive updates for the wider team and management. At no other time did the importance of data become as apparent as when I undertook the task of locating Adele’s London superfans for an album pre-release party. Under tight time constraints, I utilised social listening and collaborated with the D2C team to navigate tight privacy restrictions and identify 30 lucky fans.

Read the full Music Week piece here.

Project Tags

Companies

C
Columbia Records (Sony Music)
A
ADELE

Skills

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