A delightful way of making the most of a talked-about event and excellent followup on from Glastonbury, with activities enabling Lionel Richie’s back catalogue to be found again by existing and (more importantly) new audiences.

Note, the text that follows comes from the team behind the campaign.


Universal Music Catalogue

Team members involved

Katie Alley – senior digital marketing manager, UMC
Richard Hinkley – MD, Universal Music Catalogue
Sue Armstrong – senior marketing manager, Universal Music Catalogue
Bruce Eskowitz – Red Light Management
Sarah Diebel – Red Light Management
Karri Northrop – Red Light Management

Campaign breakdown

Budget: £10k – £25k
Audience demographic: 57% female / 43% male, age 35+, UK

Overview of campaign

The Sunday afternoon slot at Glastonbury festival is one of the most coveted gigs of the festival season. It draws a large crowd who, after a weekend of festival excesses and rock bands, crave an iconic artist they might never normally see. This year, Lionel Richie landed the spot. Glastonbury is world famous, a key cultural highlight in the BBC’s calendar; their coverage reached 18.5m people this year.

The Legend Slot is one of only three Glastonbury performances broadcast in full
Focus on Lionel Richie’s cross-generational appeal, re-engage existing fans and preserve his legacy by introducing new fans Magnify the hype, convert kitsch appreciation into sales of The Definitive Collection and sustain the campaign through to a primetime ITV interview in September.

The campaign kicked off with a nationwide campaign to Get Lionel Richie To Glastonbury, with media partners at the start of the year. We capitalised on viral reaction to create a successful sales driver; #Lionel4Number1.

Key PR including BBC One Show, Radio1 interview and Piers Morgan’s Life Stories was crucial for sustainment of the campaign “Dancing Security Guards” TV highlight was converted into an online viral campaign, providing longevity to a specific moment and engaged the guards directly for their set highlights and playlists for Lionel Richie’s social channels

Personal thank you video message from Lionel added a personal touch bringing the artist closer to fans. Video mini-mix uploaded natively to Facebook, showcased existing content. Social “finish the lyric” competition, tapped into existing kitsch noise
Organic and promoted messaging capitalised on social chatter with a focus on retargeting on Twitter.

The Dream Set List Creator and poll to discover and celebrate fan favourites, encouraged deeper engagement, a shared sense of appreciation and put the fan in the curator’s seat.

Results and key learnings

#1 album – Lionel Richie’s first in 23 years
12 weeks in the top 40, the album remains in the top 100
First #1 album as a result of a Glastonbury Legend Slot performance
Physical 75k ship / OCC 62,300
Digital total 19,500 downloads / 3,500 streams
The Definitive Collection uplift 11,000% YOY
#Lionel4Number1 trended in the UK
Successful social media campaign saw CTRs in excess of 20% across promoted activity
78% boost in fans social response between June and September
64k views of the mini mix (89% watching more than 30 seconds)
Lionel’s personal thank you message is one of the most viewed videos on his socials (150k views)
Spotify advertising, key playlist placement and a takeover of 80s Hits, contributed to a 70% increase in streams of the album
YOY stream increase of 442.3%
57% more streams of the collection during the campaign

Links and extra info


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