BIMA Awards

Media and Entertainment winner 2016

Little Mix : Get Weird

by Ralph for Sony/Syco

Project information

Sony Music approached Ralph to create a social campaign to build anticipation for and drive sales of Little Mix’s third album Get Weird, to span across Twitter, Facebook, Instagram and Vine over several months.

Little Mix have a very engaged audience online and Ralph knew if they could harness this love, the content could spread much further. Parts of the campaign were aimed specifically at rewarding this existing community; with teaser content and experiences such as being able to create your own version of the Black Magic artwork and win a limited edition Little Mix Tape.

Other parts of the campaign were aimed at widening the audience and generating buzz outside of this community, such as the world’s first use of Instagram emoji search, clever camera trickery in Magic Vines and surprising video hacks across social platforms.

In terms of results, Ralph grew Little Mix’s followers by more than + 3.8million and had a total of 9 worldwide Twitter trends. More importantly, Get Weird went platinum and the campaign was Sony’s most successful to-date in terms of driving pre order, sales, awareness and social growth.



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