Client: Thirty Tigers / EverLe Records
Duration: July - October 2022
Ad Budget: $25,000
Target Audience: US, UK

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KEY RESULTS: 

• Over 5 Million album streams on Spotify
• “Spaceship” peaked on the iTunes Pop Charts at #17 (UK) and #18 (US)
• “Spaceship” peaked on the iTunes All Genres charts at #36 (UK) and #57 (US)
• “Spaceship” peaked at #7 on Shazam (UK)

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OVERVIEW: 

LeAnn Rimes reintroduced herself to the world in 2022 with the release of her new genre-bending album god’s work. 

As LeAnn’s marketing team, we wanted to start with a focus on socials by re-engaging the conversation with her existing fanbase online. Our baseline was to help translate the most important themes from the album - self-expression, women’s empowerment, and mental health awareness.

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We started by reminding listeners of LeAnn’s exceptional talent - using snippets of her singing “the wild” with context about the persecution of women throughout history. This struck a nerve almost immediately and alerted fans that LeAnn was back and had something to say. Although the song was written years prior, it became especially relevant after the Roe vs. Wade reversal in the US.

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LeAnn’s own journey to self-empowerment - through a tumultuous rise to stardom as a 14-year-old - provided us with countless opportunities to further our conversation with fans. We used her new single “spaceship” to help showcase the dark underbelly of rising to fame at an early age and the strength it takes to overcome. Fans quickly took the trend and created their own mental health narratives, leading to hundreds of UGC videos in the first week.

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To support the album release, we used part of our advertising budget to reach LeAnn’s more passive fanbase - targeting digital TV ads to run alongside her appearances on The Today Show and Live with Kelly and Ryan. We also coordinated digital billboards to run in the UK after her BBC Radio 2 placement. These spends helped spread general awareness of god’s work in key markets after the album’s release.

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‍KEY CONTRIBUTORS:

• Darrell Brown, CEO, Management
• Hannah Maldon, Digital Creative Director, Management
• Zach Walton, Marketing Manager, Thirty Tigers
• Sara Silver, Thirty Tigers UK
• Amy O'Brien, Thirty Tigers UK
• John Schmidt, Venture Music, Account Manager
• Dustin Boyer, Venture Music, VP, Marketing
• Audrey Lausterer, Venture Music, Creative Manager