Client Overview

Interscope Records is one of the most influential American record labels, a subsidiary of Universal Music Group, and home to some of the most iconic artists in the music industry. Known for their innovative marketing strategies and support of creative talent, Interscope has consistently pushed the boundaries of music promotion and production.

The Challenge

The task at hand was to launch and promote the lead single from Lady Gaga’s highly anticipated sixth studio album. As one of the biggest names in pop music, Lady Gaga has an unparalleled ability to captivate audiences with her bold visuals, unique sound, and unapologetic personality. However, she hadn’t released a studio album since October 2018, following the massive success of her Oscar-winning soundtrack for the film *A Star Is Born*.

The challenge wasn’t just to create buzz but to orchestrate a campaign that matched the energy, creativity, and grandeur that fans expect from Lady Gaga. The promotional efforts needed to stand out in an oversaturated media landscape while engaging her devoted fan base, affectionately known as “Little Monsters.”

Campaign Goals

Interscope Records had clear objectives for the campaign:

1. Make a Bold Statement: Ensure that the single’s debut left a lasting impression, signaling Lady Gaga’s triumphant return to the pop music spotlight.
2. Celebrate Fan Engagement: Lady Gaga’s “Little Monsters” are not just listeners—they are an active, passionate community. The promotion had to resonate with her fans on a personal level, creating something they could see, experience, and share widely across social media platforms.
3. Align with Lady Gaga’s Persona: Every element of the campaign needed to reflect Lady Gaga’s larger-than-life personality, her commitment to art and self-expression, and her ability to push creative boundaries.

By combining innovative advertising techniques with a fan-focused approach, the campaign sought to deliver an unforgettable experience worthy of one of the world’s most beloved and creative artists.

Solution

Lady Gaga is renowned for her bold, unapologetic style, and her promotions demand nothing less than a reflection of her fearless creativity and boundary-pushing persona. Her marketing campaigns need to stand out, capturing the essence of her artistry while captivating her devoted fan base and the wider public alike.

To achieve this, DASH TWO designed and executed a visually stunning, attention-grabbing billboard reveal for her new single, *“Stupid Love.”* The campaign was strategically timed to align with Lady Gaga’s social media announcement, creating a synchronized burst of excitement.

On the day of the reveal, Lady Gaga shared the news with her massive online audience of over 81 million Twitter followers and nearly 40 million Instagram fans. This coordinated approach turned the moment into a cultural event, generating buzz both online and offline. The billboard installation became a centerpiece for fan engagement, further amplifying the single’s release.

Lady Gaga Billboard Installation: Time-Lapse Video

By combining innovative out-of-home advertising with the unparalleled reach of Lady Gaga’s social media, this campaign was a testament to the power of creative synchronization, capturing the essence of her bold identity and the energy of her fans.

Here’s an expanded and more polished version of the results section:

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Results

The billboard reveal created an electrifying buzz across social media, particularly on Twitter and Instagram. Lady Gaga’s loyal fans, known as the “Little Monsters,” enthusiastically captured and shared photos and videos of the striking billboard. The bold design—featuring a dramatic pair of lips alongside an iconic image of Lady Gaga with vibrant pink hair and a pink bustier—quickly became a viral sensation.

Fan accounts flooded social platforms with posts, amplifying the campaign’s reach and engagement. The synchronized timing between the billboard reveal and Lady Gaga’s social media announcement sparked a wave of excitement, drawing attention not only from fans but also from media outlets and the general public.

The impact extended beyond social media buzz. *“Stupid Love”* debuted at No. 1 on the Billboard Hot Dance/Electronic Songs Chart, marking just the second time Lady Gaga had topped this chart. This achievement underscored the success of the campaign, as it not only captured attention but also translated into measurable results in Lady Gaga’s career milestones.

The campaign demonstrated the power of combining visually stunning out-of-home advertising with strategic social media engagement to deliver an unforgettable and effective promotional effort.