There were many moving parts to this campaign, but in working collaboratively we achieved incredible results in just 24 hours. Even before fans had heard any music in full.
Over 3k albums were pre-ordered in the first day following launch cementing Snow Patrol as a still very relevant and exciting proposition with a hardly-dormant fanbase.
A big pre-order we see time and time again is coupling the offering with live, especially underplays. D2C is another touchpoint for artist & fan to interact and we know the people who engage with D2C are the die-hard fans.
Fans who want the best, most exclusive product.
Fans who want to feel more connected with their favourite artists.
Fans who appreciate product of real value.
D2C is another official channel for fans to do so and in the process not only support their favourite artists directly, but enjoy perks such as first access to sought after tickets. Creating and maintaining that special connection truly is one of the most rewarding parts of eCommerce in the music industry.
What made this successful?
- Excellent product, including limited edition personalised test pressings, signed elements, and D2C exclusive formats.
- Full support from artist management, booking agent, and ticket vendors.
- A strong and precisely executed digital marketing plan: teasing trailers put out into the world ahead of any full music and the album pre-order launching, clear, concise & engaging email and social marketing, mobile-first UX eCommerce design.
- Deep knowledge of chart rules, EU consumer rights, and market tolerance for pricing.