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Concept
Following from a successful round in 2017, Dua Lipa’s Dualiveries returned this Christmas for a bigger, better fan engagement experience. Dualiveries have become synonymous with a celebration of the connection between Dua and her fans, the time of year when fans can revel in a festive, interactive universe and be rewarded with once-in-a-lifetime giveaways.

This year, we took both UI and competition prizes to another level. The dualiveriesdotcom microsite recreated Dua’s front room in all its peaceful, joyful Christmas spirit and operated as an interactive Advent calendar, with a daily prize draw and hidden surprises.

Prizes were taken up a notch from last year’s standard merch and consisted of exclusive outfits and memorabilia from video shoots, live performances, as well as test pressings of the Dua Lipa Complete Edition vinyl. The final and premium prize was the orange suit worn by Dua in the video for IDGAF, talk about exciting!


Execution
The competition launched on December 19th and lasted for 12 days until December 30th, a play on the 12 days of Christmas concept. Each day fans were invited to visit dualiveriesdotcom and find the day’s prize draw, guided by a subtly animated element within the image. This year the competition mechanic was not a random prize draw but instead was aimed at rewarding the most dedicated and imaginative fans who gave the most original replies to questions such “What are your new rules for 2019?” or “What would you do wearing Dua's IDGAF suit?.

The campaign was rolled out globally via Dua’s social media channels and included a full suite of high-quality assets, from short animated videos to Instagram stickers. After the competition ended, winners were sent their prize in bespoke Dualiveries-branded packages, and shared photos of their prizes on socials.


Results
The campaign created an online buzz among fans who eagerly anticipated the launch and expressed their excitement about the competition, prizes and visuals. The hashtag #dualiveries was trending on Twitter on the day of launch and has seen over 15,000 occurrences across Twitter and Instagram.

Dualiveriesdotcom received 85k visits, 28k competition entries and we saw fans coming back more than once, often every day for the duration of the competition.

Dua was over the moon about the campaign, which increased the positive sentiment around her as an artist and public figure and heightened the sense of community between her and her fans.