Context
During the rollout of Bewitched, Laufey’s growing global fan community was becoming increasingly active online. We wanted to cultivate that community with Laufey at the center, bringing fans together to meet in person, explore their cities and celebrate her music.
That idea became the first A Very Laufey Day. Local itineraries brought fans to participating cafés, bookstores and other locations around the world. The day culminated in a YouTube livestream centered on a special performance by Laufey, including fan favorite “From the Start.” The broadcast also gave her a chance to speak directly to fans and highlighted fan-posted completed itineraries from the day.
My role
At Foundations Music, I led marketing on behalf of artist management, overseeing the central global campaign across the website, fan communications and livestream. I worked directly with Laufey on marketing messaging and secured her approvals on designs and campaign materials.
I worked with the livestream production company to shape the broadcast’s format and experience, and with the website developer to define how fans would find their itineraries and participate. The label handled much of the coordination for local activations, while I brought those activities together into the central campaign experience.
Website and fan communications
The campaign website served more than 100,000 visitors on A Very Laufey Day, its peak day of traffic, with the majority signing up to participate. I designed and programmed the messaging flows that delivered fans’ itineraries, provided day-of reminders, highlighted participation and promoted the livestream finale.
Results
The campaign generated millions of earned impressions, and the YouTube livestream has received more than 1.7 million views.
A Very Laufey Day was featured in Music Ally’s Sandbox Best Music Marketing Campaigns of 2023 and received its Best Fan Rewards award. It went on to become an annual event.
The campaign was part of the rollout for Bewitched, which won Best Traditional Pop Vocal Album at the 66th Annual Grammy Awards.