DIPLO
Electricity with Dua Lipa & Mark Ronson — Release Rollout
HOW DO WE MAKE ELECTRICITY THE BIGGEST RELEASE OF THE YEAR?
Challenge
Releasing music in the 2020s. That’s it. That’s the challenge.
Approach
When I first heard this track, I felt an immediate serotonin rush. So, I based our content strategy around unadulterated dance — that feeling you get when you want to burst with excitement for no particular reason.
Execution
I ideated all supporting content for the global release with original content, UGC and leveraging the featured artist’s fan bases. I used the content strategically to build anticipation before release and sustain momentum post release. Electricity made the Global Top 50 on Spotify in its first week and the music video currently has 153 million views. The track also won a Grammy for Best Dance Recording.
Creative + Content Strategy + Copywriting
*For 2 years I creative directed Diplo’s social media + crafted and ran his Twitter voice
PRE RELEASE
Announce the release date and build anticipation
RELEASE
Time coordinated, cross platform posts from Diplo, Dua Lipa, and Mark Ronson
POST RELEASE
Sustaining momentum with influencer, original, and UGC content
4.4M Views
600K Views
600K Views