In order to reach the goal I knew we needed to leverage the band’s biggest asset — their most avid fans. We needed to get their attention and engage them in spreading the word. We architected a grassroots campaign to connect with fans old and new through strategic media relations and a steady stream of engaging content.
The social campaign centered around shareable graphics that played off the quirky nature of the bands lyrics starting with songs in their back catalog such as I Like Cows, Rattle My Bones and Tape My Wife to the Ceiling.
We created the graphics upfront, along with a gallery of low fi photos and videos that told the story of the making of the new album. Blog posts were planned to preemptively answer questions, showcase endorsements and give campaign updates. We relied on SoundCloud for strategically sampling the new songs.