ONE DIRECTION #10YEARSOF1D // SYCO MUSIC
Launched on Thu Jul 23 2020
Overview
To celebrate the 10th anniversary of One Direction’s formation, Syco led a global campaign with the objective of driving catalogue streams by re-engaging their fanbase as well as bringing in new audiences. We did this through new content, digital and social activations, partner campaigns, paid advertising and huge media presence, resulting in unprecedented engagement and numbers.
The centrepiece was a ground-breaking interactive and chronological scrapbook website, timelining their unequivocally successful career, unearthing never-before-seen content and rarities, including raw band footage, performances, annotated video treatments and director interviews, behind-the-scenes photos and anecdotes from songwriters.
The site, powered by Spotify and Apple, allowed fans to connect via their DSP and build a bespoke playlist customised according to the era and band members interacted with. We executed a celebration campaign across the band’s socials, posting about activity, including a YouTube Premiere of a new celebration video charting the band’s story, their first-ever Instagram story, interactive quizzes, refreshed playlists, upgraded HD music videos, a livestream concert and so much more.
Partnerships included outdoor, online and press advertising with Spotify and YouTube, a Twitter emoji, a custom Amazon Alexa skill, an Apple Music comp and radio ad spend as well as editorial takeovers with Global radio.
For Spotify we created 86 unique Canvasses, a vertical video for ‘What Makes You Beautiful’ and storylines with songwriters revealing the process behind the hits.
On TikTok we encouraged a frenzy of influencer activity, resulting in fans using ‘Story Of My Life’ to showcase their glow-ups, whilst fans who Shazammed a One Direction track unlocked a new piece of content. The effect of this and many more innovations was an undeniable and unmissable surge of affection and nostalgia from fans and media alike – and, of course, the boys, who took to socials to share gratitude to the fans in celebration of a decade of the world’s biggest boyband.
Tags: # multi-platform # catalogue # website
This project was created by Alice Frost, Tom Hoare, Charlie Martin, Sam Palm, Gina Messeri, Rio Thompson, Jonathan Chabala // Emily Stewart-Smith, David Agrawal, Jonny Costello // Alice Frost, Tom Hoare, Charlie Martin, Sam Palm, Gina Messeri, Rio Thompson, Jonathan Chabala
Key Learnings
From end of one week’s activity:
• 75m+ page views of anniversary website, comparable to entire year’s traffic on 1D site when they were active
• 1.3bn website server requests
• Sony’s most successful eCRM campaign ever, beating boyband BTS
• 50m+ views on TikTok campaign
• 17m Linkfire clicks
• 433% increase in UK streams YoY
• 146m total streams 23rd-27th July 2020
• 4m new social media followers
• 33m views of new content, including 1.1m concurrent views on a YouTube Premiere, videos trending on YouTube and appearing in Vevo charts
• Highest ever Instagram engagement
• Four albums reentered top 50 UK charts
Spotify:
• 47.4m+ streams on 23rd July (biggest ever day for streams)
• 4.5m+ listeners on July 23 (biggest ever day for listeners)
• 360m+ monthly streams (+66%)
• 22.2m+ monthly listeners (+16%)
• 17.3m+ followers (+11%)
• 1.9m This Is One Direction followers (+74%)
• 20 Songs in Spotify’s Global Top 200 (including ‘What Makes You Beautiful’ at #29) and climbed 35 places in global artist rank to #110
Apple:
Track increase on Anniversary Day 2019 v 2020:
• ‘What Makes You Beautiful’ +294%
• ‘Story Of My Life’ +336%
• ‘Drag Me Down’ +467%
Key Metrics
Project Budget £25000+
Target Age Groups 15 - 20 21 - 24
Demographics Male 50% Female 50%
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harrystyles: I’ve been struggling to put into words how grateful I am for everything that’s happened over the last ten years. I’ve seen things and places that I’d only ever dreamt of when I was growing up. I’ve had the pleasure of meeting and working with some of the most incredible people, and gained friendships that I know I will treasure for the rest of my life. None of this would be possible without the support you’ve given along the way. And for that, I will be forever thankful. I just can’t believe it’s been ten years. Thank you to our crew, our team, and everyone else who helped us along the way. To all the fans, I love you, and I thank you with all my heart. You did it all, and you changed everything. And finally.. to the boys, I love you so much, and I couldn’t be prouder of everything we achieved together. Here’s to ten. H
