SPICE GIRLS’ Campaign: One of the Best Digital Campaigns of 2019

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LONDON, 11 December 2019

The Spice Girls’ campaign was named one of Music Ally’s best digital campaigns of the year, putting the iconic pop group in the company of phenomenal talent, such as Sam Smith, Lewis Capaldi, and Sir Elton John.

The Spice World tour (2019) reunited group members Emma Bunton (“Baby Spice”), Geri Horner (“Ginger Spice”), Mel B (“Scary Spice”), and Mel C (“Sporty Spice”) twenty-five years after the Spice Girls’ inception in 1994. With fellow member Victoria Beckham (“Posh Spice”), the group has been the face of Girl Power to millions, and this tour was a chance to move this legacy into the digital space.

Modest! Management focused the campaign heavily on social media growth, particularly through Instagram, Twitter, TikTok, YouTube, Spotify, and GIPHY. With CYOA Media on board, they “created an eight-tile collage on Instagram, featuring some of the highlights of the Spice Girls’ 25-year history, and [accessed] UMC archive footage for teaser assets, so fans could be reminded of the Spice Girls’ incredible history.”

Some results & key learnings, courtesy of Music Ally:

  • Combined views across platforms reached over 10M in launch week.
  • The TikTok challenges resulted in 67M views and 36K participating videos.
  • YouTube saw an additional combined 500K subscribers, which grew by 150K with pre-tour content.
  • Delivering 4k/HD videos saw an impressive boost to views, with a 72% increase in views of ‘Wannabe’ (April-Aug).
  • Global streams were up 50% month-on-month (as of June 17th).

The tour sold 700K tickets across the UK and Ireland, and ended with three sold out shows at London’s Wembley Stadium.