De La Soul

Viral campaign for legendary hip-hop trio acquires over 500,000 new email subscribers

Marketing Goals

Legendary hip-hop trio, De La Soul, approached Workhorse with the need to celebrate their 25th anniversary. They planned to make their entire discography available to download for free on Valentine’s day for 25 hours, signaling their love to fans while promoting an upcoming album. With the momentous occasion in mind, Workhorse developed a fan-focused strategy, as well as a customized landing page.

De La Soul members

Our Solution

In order for the new landing page to resonate with their fans and seamlessly match their existing site, De La Soul’s brand needed to be deeply analyzed and defined. Workhorse began by conducting market research, and identifying the target audience in order to build the foundation for all pieces of the project moving forward.

With an established brand foundation, Workhorse moved on to creating a comprehensive marketing and advertising strategy including the tactics and assets needed to achieve this strategy. Using the information discovered, Workhorse developed a pre-opening promotion plan to build interest and capture prospective customer data.

Finally, our team of strategists and designers created brand-specific messaging and a fully-customized download page for De La Soul’s albums.

De La Soul website in iPad
The Webby Awards Logo


In order to receive the downloads, fans had to sign up for the De La Soul email marketing list. They would then receive an email with their downloads. This resulted in a 500,000 strong email marketing list. We estimate that due to the viral nature of the campaign, over a million total downloads occurred, raising their profile and getting old fans reenergized about their music. This campaign also contributed heavily to De La Soul winning a Webby Award for Artist of the Year.

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