#10.22.20

LOUIS TOMLINSON CASE STUDY

After being at WMA for roughly three months, I was brought onto the Louis Tomlinson project and had to quickly adapt myself to a high-priority, fast-moving, major label project, familiarising myself with the extensive team and ways of working to get his social comms active and up to scratch.

During the initial brainstorming process for ideas for the album campaign, we pitched an idea in which we would reveal the track listing to Louis Tomlinson’s upcoming debut album Walls via a live stream of a live-art mural. With a borderline rabid fanbase, we knew this would captivate the interest and imagination of his fans and ultimately cut-through the daily noise on social media. By rallying his fanbase together as the mystery of the live stream unfolded, we aimed to make a viral moment - one which would go on to be a major highlight in the album campaign.

So having been on the campaign for a week, and returning fresh from our Christmas breaks, the idea was green-lit and I was responsible for sourcing graffiti live-artists, walls in which we could paint on over a day in and around London, and a production crew that were available to assist with the live streaming of the event.

Amazingly, this all came together in the space of a week or two, and the result was incredible.

#LTWalls was trending throughout the day in the UK and Worldwide on Twitter and somehow fans managed to track down the location within hours.

The live streams had the highest reach and engagement stats across the campaign and we also got a really nice time lapse out of it too.

For further examples of my work on Louis Tomlinson between December 2019 and April 2020, please see his Instagram profile, and the dedicated LTHQ team account.

Richie: We’re all best friends here.

Eddie: Yeah...

Bev: ...

Bev, turning to Stanley: So how are you feeling, Stanley?