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OLIVIA RODRIGO’s “guts” album LAUNCH
Objective
LAUNCH OLIVIA RODRIGO’S ALBUM “GUTS”.
Campaign
A VARIETY OF OOH FORMATS, INCLUDING WALLSCAPES, CUSTOM MURALS, AND DEDICATED BARRICADES, WERE STRATEGICALLY PLACED ACROSS LOS ANGELES, CRAFTING A VISUALLY IMPACTFUL CAMPAIGN. OLIVIA UTILIZED HER SOCIAL MEDIA TO INVITE FANS TO INTERACT WITH THE OOH DISPLAYS AND CREATE CONTENT. SEVERAL FORTUNATE FANS HAD THE OPPORTUNITY TO MEET OLIVIA IN PERSON.
Results
OLIVIA RODRIGO SHARED PHOTOS OF HERSELF IN FRONT OF THE OOH CAMPAIGN, PERSONALLY INVITING HER 38.9 MILLION INSTAGRAM FOLLOWERS TO EXPERIENCE IT IN PERSON. SHE SURPRISED FANS BY MAKING UNANNOUNCED VISITS TO THE LOCATIONS, ENGAGING WITH THEM DIRECTLY AND SPARKING MASSIVE EXCITEMENT AROUND HER ALBUM. THE ALBUM WENT ON TO WIN POP ALBUM OF THE YEAR AT THE IHEARTRADIO MUSIC AWARDS.
THE ONLINE BUZZ IS REAL
Key Facts
Formats
WALLSCAPES, MURAL, BARRICADES
Markets
LOS ANGELES
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