Reactivating the Hives fanbase for their first album release in 10 years
Region
UK
Europe
Sectors
Music
Entertainment
Services
The goal
Reactivate the Hives global audience to launch The Death of Randy Fitzsimmons album and tour, in partnership with ATC Management
Approach
The campaign for The Death of Randy Fitzsimmons required a sophisticated reactivation strategy, as the band was returning from a ten-year hiatus from studio releases. Our primary objective was to move fans from "rented" social platforms to owned databases, bridging the gap between a legacy fanbase and a new generation of listeners through a phased, always-on growth engine.
01
The campaign for The Death of Randy Fitzsimmons required a sophisticated reactivation strategy, as the band was returning from a ten-year hiatus from studio releases. Our primary objective was to move fans from "rented" social platforms to owned databases, bridging the gap between a legacy fanbase and a new generation of listeners through a phased, always-on growth engine.
01
The campaign for The Death of Randy Fitzsimmons required a sophisticated reactivation strategy, as the band was returning from a ten-year hiatus from studio releases. Our primary objective was to move fans from "rented" social platforms to owned databases, bridging the gap between a legacy fanbase and a new generation of listeners through a phased, always-on growth engine.
01
Before the formal album announcement, our paid media team initiated a "Warming" phase on Meta platforms. Using a behavioral insights lens, we identified key trigger points by serving archived content to legacy fans . This confirmed audience interest and engineered recognition at scale without a "cold start" for the announcement. We utilized a simple two-step funnel: capturing engagement via "classic" snippets and posters, then automatically sorting these users into a warm retargeting pool ready for the pre-order launch.
02
Before the formal album announcement, our paid media team initiated a "Warming" phase on Meta platforms. Using a behavioral insights lens, we identified key trigger points by serving archived content to legacy fans . This confirmed audience interest and engineered recognition at scale without a "cold start" for the announcement. We utilized a simple two-step funnel: capturing engagement via "classic" snippets and posters, then automatically sorting these users into a warm retargeting pool ready for the pre-order launch.
02
Before the formal album announcement, our paid media team initiated a "Warming" phase on Meta platforms. Using a behavioral insights lens, we identified key trigger points by serving archived content to legacy fans . This confirmed audience interest and engineered recognition at scale without a "cold start" for the announcement. We utilized a simple two-step funnel: capturing engagement via "classic" snippets and posters, then automatically sorting these users into a warm retargeting pool ready for the pre-order launch.
02
To capitalize on the band’s high-profile supporting slot for the Arctic Monkeys tour, we deployed a precise geo-fencing strategy. We targeted fans specifically in tour cities with platform-native video content designed to turn casual curiosity into active fandom. This extended to TikTok, where we developed a distinct creative strategy tailored to the platform's unique audience, focusing on high-impact motion assets to establish a fresh digital footprint for the band among younger listeners.
03
To capitalize on the band’s high-profile supporting slot for the Arctic Monkeys tour, we deployed a precise geo-fencing strategy. We targeted fans specifically in tour cities with platform-native video content designed to turn casual curiosity into active fandom. This extended to TikTok, where we developed a distinct creative strategy tailored to the platform's unique audience, focusing on high-impact motion assets to establish a fresh digital footprint for the band among younger listeners.
03
To capitalize on the band’s high-profile supporting slot for the Arctic Monkeys tour, we deployed a precise geo-fencing strategy. We targeted fans specifically in tour cities with platform-native video content designed to turn casual curiosity into active fandom. This extended to TikTok, where we developed a distinct creative strategy tailored to the platform's unique audience, focusing on high-impact motion assets to establish a fresh digital footprint for the band among younger listeners.
03
A core pillar of the "Growth Engine" model was the technical integration of the band’s three international Shopify stores with their CRM systems. We configured Google Merchant Centre accounts to streamline product discovery and implemented complex, multi-branch automation flows. This lifecycle marketing approach utilized behavioral triggers to nurture new email subscribers, aligning retargeting ads with high-intent email broadcasts to guide fans from initial content discovery directly to tour ticket sites and eCommerce hubs.
04
A core pillar of the "Growth Engine" model was the technical integration of the band’s three international Shopify stores with their CRM systems. We configured Google Merchant Centre accounts to streamline product discovery and implemented complex, multi-branch automation flows. This lifecycle marketing approach utilized behavioral triggers to nurture new email subscribers, aligning retargeting ads with high-intent email broadcasts to guide fans from initial content discovery directly to tour ticket sites and eCommerce hubs.
04
A core pillar of the "Growth Engine" model was the technical integration of the band’s three international Shopify stores with their CRM systems. We configured Google Merchant Centre accounts to streamline product discovery and implemented complex, multi-branch automation flows. This lifecycle marketing approach utilized behavioral triggers to nurture new email subscribers, aligning retargeting ads with high-intent email broadcasts to guide fans from initial content discovery directly to tour ticket sites and eCommerce hubs.
04
Results
Paid media impact
Over 18,000 TikTok followers and 108,000 likes generated as a direct result of paid media advertising.
Paid media impact
Over 18,000 TikTok followers and 108,000 likes generated as a direct result of paid media advertising.
Paid media impact
Over 18,000 TikTok followers and 108,000 likes generated as a direct result of paid media advertising.
Email list growth
Generated more than 7,000 email subscribers with an average open rate of 45%
Email list growth
Generated more than 7,000 email subscribers with an average open rate of 45%
Email list growth
Generated more than 7,000 email subscribers with an average open rate of 45%
Audience development
Driving warm audience growth on Meta by 296% prior to the album announcement.
Audience development
Driving warm audience growth on Meta by 296% prior to the album announcement.
Audience development
Driving warm audience growth on Meta by 296% prior to the album announcement.
Efficient cost per view
643,000 video views generated for £0.01 per view.
Efficient cost per view
643,000 video views generated for £0.01 per view.
Efficient cost per view
643,000 video views generated for £0.01 per view.
“Bringing The Hives back after ten years was a massive moment. Times One Hundred didn't feel like an external agency running ads; they felt like colleagues sitting in the room with us”
Artist Manager
@ ATC Management
“Bringing The Hives back after ten years was a massive moment. Times One Hundred didn't feel like an external agency running ads; they felt like colleagues sitting in the room with us”
Artist Manager
@ ATC Management
“Bringing The Hives back after ten years was a massive moment. Times One Hundred didn't feel like an external agency running ads; they felt like colleagues sitting in the room with us”
Artist Manager
@ ATC Management
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A 30-minute chat to explore your goals, ask questions, and see if we’re the right fit to drive your growth. No hard sell or pressure, just an honest conversation.
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A 30-minute chat to explore your goals, ask questions, and see if we’re the right fit to drive your growth. No hard sell or pressure, just an honest conversation.
