THE CAMPAIGN
To celebrate the 40th anniversary of Tina Turner’s career-defining album, Private Dancer, Spellbound executed a high-impact digital campaign from January through May 2025.
Driven by highly shareable reels hitting the Instagram Explore page, the three-month campaign achieved a 2.5% to 4.5% net increase in total followers alongside a 65% to 85% lift in average post engagement compared to non-campaign months. By staying true to Tina’s bold and resilient brand, we engaged both lifelong fans and new listeners through a diverse content strategy featuring archival interviews, music video cutdowns, and exclusive insights from the cast of TINA: The Tina Turner Musical. Across our strategic posts, the campaign achieved massive reach, highlighted by an announcement reel that garnered 152K views and a top-performing post exceeding 289K views and 27.9K likes, 507 comments, and 1,522 shares on Instagram. This curated approach successfully reintroduced the iconic album to the modern music landscape, ensuring its legacy was honored with modern relevance and significant social engagement.
RESULTS
The Private Dancer 40th Anniversary Campaign drove massive momentum across Tina Turner’s digital channels, fueling a 45% increase in overall visibility and engagement compared to previous months.
On Instagram, campaign content completely outpaced our baseline averages:
- Views on a single video peaked at 321K (a 120% spike over our usual video average).
- Likes reached nearly 28K (+60% vs. past months).
- Shares and comments saw the highest surge, peaking at 1,522 shares (+85%) and 898 comments (+70%), proving the campaign's high shareability.
Reels in particular did exceptionally well, consistently driving 35% more reach than standard past content, with many videos comfortably landing in the 75K–200K views range. The primary catalysts for this growth were music videos remastered in 4K, compelling interview cutdowns, and the “Private Dancer Through the Years” retrospective.
