AWAL has launched an interesting marketing campaign on Instagram for artist Gabrielle Aplin’s new album ‘Dear Happy’. It’s based around the tarot cards that Aplin created for every track on the album: a physical set will be included in the box-set of the album, but they’re also being used digitally on Instagram.
AWAL got Aplin to record 15-second introductions to each track on the album, with its tarot card. From this week, she’s polling fans each day via her Instagram story on whether they’d like to hear more about one of two tracks. For whichever one gets the most votes, she’ll post the 15-second snippet at the end of the day. At the end of the week, AWAL will gather all the clips into a longform video for YouTube and IGTV, complete with a video that gets fans to choose cards as if they were having a tarot reading. The individual elements of the cards are also being animated and uploaded to Giphy, so that fans can use them as GIF stickers in their own Instagram stories and posts. It’s an inventive campaign that ties very nicely into the artist’s own creative for the album.