For this latest iteration of DHL Fast-Track, DHL collaborated with Olivia Dean on a cause-driven campaign in Rio De Janeiro, Brazil. Shining a light on the incredible work being done in the local community by the Vivendo Um Sonho Surf (VUSS) school.

The strategic and purpose driven partnership sought to showcase the power of music to connect communities. One such community, close to both DHL and Olivia’s heart was the local surf community of Rio. Aligning both brand and artist passions points around a shared aim to support VUSS via monetary support, kit donations and awareness. Whilst working closely with artist and label to grow Deans local fanbase. We identified music and music related content as the perfect vehicle to drive this campaign and ensure emotional resonance with our audience.

Our Creative idea was borne from a place of love. Olivia Deans love for Rio, the community and the incredible work that VUSS do. For DHL the campaign was a fortuitous alignment of several passion projects: from the programs core focus of music to surf lifesaving and the support of local communities (particularly those in difficult situations). From an execution perspective the campaign was broadly split into two strands: a branded event and live performance from Olivia to a select audience of competition winners. And a short-form documentary that told the story of Olivia's time in Rio with particular emphasis on her relationship with VUSS.

Our creative insight and DHL's brand message were the same: connect people and improve lives. DHL's integral involvement helped to facilitate Olivia's organic connection to VUSS and her local fanbase. And as a result built lifelong friendships and a brighter future for the school.

Our campaign focussed on leveraging the power of music to bring people together and improve lives. The campaign co-ordinated multiple parties around this objective: DHL Express, VUSS, SOBRASA and Dean. Each bringing unique value to the partnership, united in a mission to support VUSS’ important community work.

VUSS’s story aligned with both DHL and Olivia’s audiences. Our key content channel was Olivia’s socials – creating organic content to reach her fans and deploying a bespoke paid media plan to boost the core assets to likeminded audiences beyond Brazil to US, UK and Germany.

Working with the label, we identified Brazil as a growth market for Dean's music. Necessitating the idea for a live performance, devised to connect Dean’s music to a burgeoning local fanbase. Creating hype in the community we ran a competition for local fans to win the chance to see Olivia perform her first gig in the city.

We employed a cost-effective media strategy that efficiently targeted likeminded music fans to ensure we served relevant content across YouTube and Meta. The success of our targeted strategy was reflected in the 68.5% average view through rate of our content.

Our Mini-doc content ran across two YouTube formats – InFeed, Trueview and Shorts, as well as an impactful YouTube Masthead format targeting a broader audience (18-35 interested in Music) which helped raise additional brand awareness.

Campaign Impressions (Instagram + YouTube): 27,929,903

+ NME media partnership Impressions: 12,298,122

+ Highsnobiety partnership Impressions: 2,430,429

Total impressions: 42,557,454

Average VTR (UK, US, Germany Brazil) on hero mini-doc: 68.5%

We saw a spike in streams in Brazils (March / April) Spotify streams: (compared to previous 90 days) +140% streams and +30% listeners on the platform. We also noticed a boost in subscriptions to Olivia’s email newsletter.