Harry Styles: Love On Tour
Love On Tour didn't need help finding an audience. It needed the machinery behind the sell: email and paid media timed to the second, working with SJM Concerts on one of the biggest tours in the world.
SJM Concerts · United KingdomThe brief
When demand is this big, the risk isn't a quiet on-sale. It's a chaotic one. The job was to move enormous audiences through announce, presale and general sale cleanly: right message, right fans, right moment.
Working with SJM Concerts, we ran email and paid advertising across the campaign. These are the channels that decide whether a tour sells in an orderly queue or a scramble.
What we did
Email carried the presale machine: announce sends, presale access, reminders sequenced around on-sale windows, and segmentation that separated the diehards from the maybes. They need very different messages at very different times.
Paid handled the edges: reaching fans the database didn't, retargeting intent that hadn't converted, and keeping the campaign visible through every wave without wasting a penny on people who'd already bought.
The outcome
Sold-out shows, an on-sale that behaved, and a campaign that proved the point we make to every promoter: at this scale, email and paid advertising are the operating system of the sell.