As part of our campaign to drive streaming of her mega hit, “All I Want For Christmas is You”, we followed Mariah from LA to NYC on her 2023 North American Christmas Tour.
We shot a short-form narrative piece, a fan-centric music video, and a YouTube Premium 'Afterparty' BTS video only available to 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 ad campaign. For the 5th year in a row we reached Christmas #1 on the Billboard charts.
