#10 years of 1D

[dreamings-free]

ONE DIRECTION #10YEARSOF1D // SYCO MUSIC Launched on Thu Jul 23 2020

Overview

To celebrate the 10th anniversary of One Direction’s formation, Syco led a global campaign with the objective of driving catalogue streams by re-engaging their fanbase as well as bringing in new audiences. We did this through new content, digital and social activations, partner campaigns, paid advertising and huge media presence, resulting in unprecedented engagement and numbers.

The centrepiece was a ground-breaking interactive and chronological scrapbook website, timelining their unequivocally successful career, unearthing never-before-seen content and rarities, including raw band footage, performances, annotated video treatments and director interviews, behind-the-scenes photos and anecdotes from songwriters.

The site, powered by Spotify and Apple, allowed fans to connect via their DSP and build a bespoke playlist customised according to the era and band members interacted with. We executed a celebration campaign across the band’s socials, posting about activity, including a YouTube Premiere of a new celebration video charting the band’s story, their first-ever Instagram story, interactive quizzes, refreshed playlists, upgraded HD music videos, a livestream concert and so much more.

Partnerships included outdoor, online and press advertising with Spotify and YouTube, a Twitter emoji, a custom Amazon Alexa skill, an Apple Music comp and radio ad spend as well as editorial takeovers with Global radio.

For Spotify we created 86 unique Canvasses, a vertical video for ‘What Makes You Beautiful’ and storylines with songwriters revealing the process behind the hits.

On TikTok we encouraged a frenzy of influencer activity, resulting in fans using ‘Story Of My Life’ to showcase their glow-ups, whilst fans who Shazammed a One Direction track unlocked a new piece of content. The effect of this and many more innovations was an undeniable and unmissable surge of affection and nostalgia from fans and media alike – and, of course, the boys, who took to socials to share gratitude to the fans in celebration of a decade of the world’s biggest boyband.

Tags: # multi-platform  # catalogue  # website

This project was created by Alice Frost, Tom Hoare, Charlie Martin, Sam Palm, Gina Messeri, Rio Thompson, Jonathan Chabala // Emily Stewart-Smith, David Agrawal, Jonny Costello // Alice Frost, Tom Hoare, Charlie Martin, Sam Palm, Gina Messeri, Rio Thompson, Jonathan Chabala

Key Learnings

From end of one week’s activity: • 75m+ page views of anniversary website, comparable to entire year’s traffic on 1D site when they were active • 1.3bn website server requests • Sony’s most successful eCRM campaign ever, beating boyband BTS • 50m+ views on TikTok campaign • 17m Linkfire clicks • 433% increase in UK streams YoY • 146m total streams 23rd-27th July 2020 • 4m new social media followers • 33m views of new content, including 1.1m concurrent views on a YouTube Premiere, videos trending on YouTube and appearing in Vevo charts • Highest ever Instagram engagement • Four albums reentered top 50 UK charts

Spotify: • 47.4m+ streams on 23rd July (biggest ever day for streams) • 4.5m+ listeners on July 23 (biggest ever day for listeners) • 360m+ monthly streams (+66%) • 22.2m+ monthly listeners (+16%) • 17.3m+ followers (+11%) • 1.9m This Is One Direction followers (+74%) • 20 Songs in Spotify’s Global Top 200 (including ‘What Makes You Beautiful’ at #29) and climbed 35 places in global artist rank to #110

Apple: Track increase on Anniversary Day 2019 v 2020: • ‘What Makes You Beautiful’ +294% • ‘Story Of My Life’ +336% • ‘Drag Me Down’ +467%

Key Metrics

Project Budget £25000+ Target Age Groups 15 - 20   21 - 24 Demographics Male 50% Female 50% 

#interesting insights on #10 years of 1D #nothing really surprising but worth keeping #also maybe don't read if you don't want to see just how much money sony made from us celebrating our boys.. #syco #campaign #23.07.20 #music industry #link #m

[ladychlo]

Since 2014...

#next year is 10 years of him hyperfixating on a 1D project

[lesbeet]

vernazza, cinque terre, italy (june 2023)

#italy #cinque terre #mine #an old 1d twitter mutual told me about this place literally over 10 years ago and ive wanted to go ever since #this was just the view from the porch of our airbnb lmao it looks like a fucking postcard #i have so many pics that are just this view over and over bc i kept being overwhelmed by how gorgeous it was and needed to capture it

[theydopissmeoffavocados]

this is so sad

#one direction #louis tomlinson #harry styles #1direction #1d #one direction fandom #directioners #one band one dream one direction #liam payne #niall horan #zayn malik #louis 1d #harry 1d #liam 1d #niall 1d #zayn 1d #story of my life #10 years of story of my life #midnight memories

[sadaveniren]

Love, Louis, a guy who LOVES dogs, hasn't seen the cliff in MONTHS, and he said so himself. This dog has been in his life for YEARS and are you really fooling yourself by thinking he liked this photo of her for the DOG?

Danielle was erased from Louis' life for YEARS and now you tell me he's liking her photos because of the dog????

My love, the way you try to deceive yourself is actually funny, I swear.

Olivia was married 2 months before she showed up holding hands with H

So wait and see, bye bye

Bruh I can’t even take you seriously when the facts you’re coming at me with are wrong… Olivia and Jason were literally never married. So like. Scratch that one off I guess.

Also yes. Cliff the dog he loved so much he moved him to the UK instead of his son and then let Cliff stay with someone who could give him the time and care that he needs while Louis was TOURING THE FUCKING WORLD so he couldn’t bring along his giant fucking dog everywhere 🙄🙄

Go write Douis fanfiction if you want it to happen that much. I’m going to be over here not borrowing trouble because here’s the best part I have learned - even if for some fucking reason Douis comes back and INSTAGRAM likes while she’s still publicly engaged are the reason we knew it was happening - it still won’t make Louis and Danielle actually be in a real relationship.

#like some of y’all really wanna be fucking miserable #meanwhile I was laughing to myself about how next August I’m gonna get to make a post about celebrating the 10 year anniversary #of 1D saying they’ll be back in 18 months #why? cause I know my dumbass is still gonna be here 🤣

[foxes-that-run]

https://twitter.com/aiwahwoyse/status/1781943412327096445?t=DpjhiTwdz2Xy2SDoSdQy6w&s=19

Can stand ratty fans.

As their Monday gift to me I would like all Maylors to invest in a calendar and the ability to count to 10.

#maylor #because it’s 9.2 years from November 14 to April 24 that’s not 10 #because it was 8 years from November 14 to March 23 #i find Sesame Street helpful for counting to 10 #remember when 1D was on seasame st? #that’s what makes U so useful #chloe or sam or sophia or marcus #TTPD

[zot3-flopped]

https://twopoppies.tumblr.com/post/741768564027146240/its-sort-of-funny-to-me-how-the-clothes-sharing

Check out twopoppies enthusiastically agreeing with an anon that Tayrry sharing clothes isn't 'proof' of a relationship, as if Larries haven't tried to make clothes sharing a Larry proof so many times . Don't know if the anon is a troll, but they really tripped her up!

Everything that Tayrry have done together would be at the top of their proof list if Larry had done it. Walking Taylor's dog together in Hampstead? Swimming in the Men's Pond on Christmas Day? Time in Civita? Vacation in Anguilla? Larries would kill for that kind of content.

#larries #same with all the things H and Olivia did together #dream Larrie content #instead they just have their pitiful gifs from over 10 years ago #nearly all of which were taken during 1d interviews #larry #2p #is larry real #louis tomlinson #harry styles

[violentdevotion]

the comments are full of people pissed off that they didn't mention liam

#ameera speaks #i love one direction fans so much its been like 10 years PLEASE !!!! #i didnt even realise he was missing 😭 i thought hmmm im certain there was 5 ppl in 1d but it could be a scooby doo situation 🥰 #sorry h ik i just sent this to u but i could t sleep without ahowing it anyone

[moonchats]

i love when my fandoms over lap

like yes talk about michael clifford in a steddie fanfiction

or talk about ryan ross and penelope garcia

or nick miller and steve harrington

OR RICHIE TOZIER AND EDDIE MUNSON

like overlapping fandoms is so fun and while writing this i’ve just realised i’m basically begging for superwholock to make a come back

which i am

superwholock is forever

#no but you cant not like superwholock tho #also i miss mixtape what a top tier fanfiction #saw a fic that mentioned 5sos + 1D before and suddenly it’s 2014 again and i’m screaming #and it was a steddie fic #hehhehe giggling #i love fandom culture so much #10 years i’ve been involved in fandom culture and not ONCE have i been bored #godbless tumblr forreal #panic at the disco #5sos #steddie #eddie munson #it 2017 #richie tozier #steve harrington #moonsreid #nick miller #michael clifford #criminal minds #penelope garcia

[coldflasher]

speaking of tiktok and my shameful susceptibility to marketing, after seeing a number of videos about it, i took a trip to my local hmv to see if they had any of the up all night / take me home-era one direction t-shirts that someone recently discovered in the back of an hmv warehouse and decided to sell off for cheap (or possibly they created them recently to capitalize on late twentysomethings' nostalgia for 2012 but i doubt it. didn't syco go bust? who even owns the 1D licensing now?).

anyway im thrilled to report back that they did have them. they were, without exception, cheap, tacky, and somewhat ill-fitting. i bought four.

#im very excited about this. these days i don't dare wear any of my genuine one direction t-shirts from any of the six times i saw em live #not because im embarrassed or anything but bc they're pushing 10 years old and i don't want to wear them out through overwashing #i don them but sparingly #occasionally i scour depop for secondhand merch and get a cheeky deal but the chance at purchasing brand new 1D merch #in the year of our lord 2024 was just too good to pass up

[persephoneflouwers]

Omg you’re so quirky and fun 🤪

So much effort, so little results ☹️

#cause 1D bangers are staying in the setlist #tanto rumore per nulla #solos are so sillyyyyy #and have so much ostility in their hearts it is a bit worrying at times #like.. stop fighting things that happened 10 years ago maybe #it could help you move the fuck on haha #*hostility maybe idk

[dreamings-free]

Charlie Lightening and Pastel having a little convo on instagram about Louis 12/8/22

#aww #charlie lightening #pastel #about louis #12.08.22 #liam gallagher #beady eye #1D #london olympics #12.08.12 #10 years ago today

[growtiredofpublicvulnerability]

i kinda despise kpop fan culture. and taylor Swift fan culture. And sports fan culture. and drake and friends fan culture. I could go on. Just the idea of being genuinely obsessed with someone you have never met… you don’t know these people take a step back!! why do you feel personally betrayed when lebron James says he prefers applebees over ruby tuesdays. why are you mad when gowon says she wants bangs!

#And I’m not judging i used to be a hard core 1d fan 9-10 years ago but like come on

[daisiesonafield-blog]

A

#anon about the article about Louis and AOTV #I don’t agree with your interpretation of it at all #it reads to me like a poorly written and slightly judgmental article #the author put a TON of #his own personal judgements and biased into it #not to mention a bunch of current gossip too #other than that it has Louis’ current image to a T #hits all of his public persona #just an English lad he was insecure the band breakup devastes him he smokes a lot #he can’t speak ill of Simon he suffered unimaginable tragedies he’s a dad he dated Eleanor for 10 years #he gets asked about a 1D reunion he changed his sound for LT2 he has a thick accent #oh and the author makes sure to mention the latest media fodder speculation about him dating Sofie #🥴 #Louis doesn’t talk about those #in regards to Harry very little is from his quotes #and what is from him is literally him trying to not say much and change the subject #which is standard PR and equals nothing #and the bit about him being bitter when 1D split is not new he’s mentioned it a bunch before #it’s part of his struggles when the band ended #not to mention he suffered so much being held back and sabotaged while losing his mom and watching h ascend w hs1 then touring w him for #a bit #that must’ve certainly been hard when he couldn’t catch a break #it is what it is #it’s a bad article and the author shows no to little care about the subject #or interest in Louis to begin with #but it’s also the same image push they’ve been going with for all of lt2 #so Louis is saying #this is me #I’m not the lad from 1D anymore #this is who i am

[homosociallyyours]

Me: collected clowns as a child

Also me: joined the 1D fandom bc some things never change

#sometimes i see things. #has anything changed since i was 10 years old and making a map of my clown shelves? #it is but a following list is it not? #1d

[harrisx28]

Happy 10 Years of Story Of My Life 🆔 @OneDirection

#me #selfie #one direction #story of my life #tiktok #photography #philadelphia #my art #1D #directioners #sixers #nba #allen iverson #in season tournament #10 Years of Story Of My Life #10YearsOfStoryOfMyLife #10 Years of Midnight Memories #10YearsOfMidnightMemories #midnight memories #harry styles #niall horan #louis tomlinson #liam payne #zayn malik #cornrows #braids