The project focused on the use of engaging digital content to target their predominantly young, 12-23 target market over social media, that gets behind the scenes of the lads before and after their memorable performance. The focus was to follow their individual characters and give fans a glimpse of what it's like before they take to the stage.

Results

The content was shared across the group and individuals social channels totalling a combined following of 6.9 million on Instagram alone.