We followed Mariah on her 2023 North American Christmas Tour as part of our campaign to drive streaming of her mega hit, “All I Want For Christmas is You”.
We shot a short-form narrative piece and a fan-centric music video for her YouTube, cut an Afterparty BTS video only available to YouTube Premium subscribers. In addition to creating a suite of platform-specific social assets for all of Mariah's channels, we launched a new fan TikTok account and ran a digital advertising flight. For the 5th year in a row we reached Christmas #1 on the Billboard charts.
