VOILÀ announced they had "gone missing" on Instagram, directing fans to solve riddles for clues about what was coming next (spoiler: a big tour announcement). The cryptic campaign created intrigue and drove comments as fans tried to crack the code. Every comment triggered an automatic DM with a link to opt in via SMS or email, turning passive scrollers into list subscribers.
Fans who commented with keywords like "CLUE" received an instant DM from Laylo with an opt-in link. Every fan who commented joined their list without any extra steps. This frictionless entry point meant the band captured first-party data from their most engaged followers, the ones who cared enough to play along.
Once on the list, fans received access to secret shows and exclusive surprises as the tour announcement approached. The mystery campaign built a direct SMS line to fans who take action, giving VOILÀ a way to reach them when tickets go on sale, when merch drops, and when new dates were added.
20% of total fan list converted
#1 Instagram was top acquisition channel
Built direct line to thousands of new fans
