Kygolife.com was the sentral hub of the campaign. It was here we routed all the traffic from social media. And it was here that the audience got to meet Kygo for the first time not just as a musician - but as a person who was also profoundly smitten by Scandinavian design and fashion.

Naturally, this placed some very strict requirements and high expectations for the design language, craftsmanship and interactivity. In addition to showing the collection on the website, we let audience interact with Kygo story, through an interactive movie.

The story shows how Kygo, ever since he was a young boy, was passionate about craftsmanship. On both desktop and mobile, users could switch between the stories to see Kygo as a young boy, and Kygo today. It gave the user a wider, and more interesting story than a traditional linear film would.

Kygo is very know for the crafctmansship in his music so we translated these details into the design of the site to make it relevant for the target audience of Kygo. The main heading font was designed to suit Kygo. Since the interactive film was based on a dual story, we also translated this into the brand images. We choose a minimal design because Kygo is very famous for small and clean details in his music.

The biggest technical challenge with this type of storytelling was that the iPhone does not allow for videos that are played inline (before iOS 10), so we had to create several hacks to get two video files and no less than three audio files in order to play perfectly in sync on both desktop and mobile.

In just the first week had kygolife.com almost 38.000 unique users, and those who watched the film had a completion rate of over 63% of the film. 75% of all interacted at least once with the film, usually 10 to 30 times. The most avid fan was a “Tronder” who saw it 468 times. Of those who saw the film to completion, more than 11% saw the film again. Users spent an average of 8 minutes on the website.

Through editorial attention from sources such as NRK, VG and Dagbladet we racked up mentions for more than 11 million NOK. We also received international attention from major music magazines like Billboard.com.

Since the target group was fans of Kygo and his music, we focused on digital communication through social media and the brand site.

We launched the website at the same time as Kygo had a private concert and fashion show in Oslo. The event was streamed live to Kygo´s Facebook page with more than 2 millions fans, and all communication was routed from social to brand site for them to experience the brand.

The brand site itself was not about pushing sales, that was done through retargeting on social. Instead we wanted to brand site to tell an authentic story on why a musician wanted to have his own fashion and sound brand.

Kygo Life was to be launched as a new brand of clothes and electronics. Although Kygo was somewhat of a celebrity, it was important for him to create a new position in another industry that was both credible, innovative, and focused on quality. To prevent people from writing him off as yet another celebrity “sell out”, it was important for him to convey that he was genuinely interested in fashion and passionate about the quality of his products.

The main focus of the launch was therefore Kyrre’s love and, unceasing passion for great craftsmanship. The goal was to make the brand known, both nationally and internationally, and prove that the brand Kygo Life trademark was sturdy enough to last longer than just one season.

Since we had a very limited media budget, we targeted fans through our own media channels, so the fans were both the first to discover.