Little Mix - Woman Like Me
A socially-fueled, song-launch microsite used user-content to reveal Little Mix’s new look.
- User-Generated Content
- Celebrating Women
- Involving Fans In The Reveal
The British girl-group Little Mix has long been recognised for promoting feminist themes and women’s rights with their music and public profile. For the launch of their new single, ‘A Woman Like Me’, we created a microsite that celebrated inspiring women as submitted by fans, to help reveal the band’s new look.
Across social media platforms, we asked ‘Mixers’ to share images and stories of all the amazing women who inspire them, using the hashtag #WomanLikeMe. These images were then drawn in, made monochromatic and combined in a mosaic layout on our microsite.
The site launched with a huge burst of momentum and the mosaic collected 10,000 images within the first few days. On the single release date we had compiled 157,000 tiles, which when viewed zoomed out combined to form a reveal of the band’s new look.
Evolution
- Encouraging Participation
- Celebrating Individuals
- Demonstrating Progress
Planning the interactivity
Building the compiled image
Communicating the site journey
Engaging Fans
- An Exciting Sense Of Scale
- Making Contribution Meaningful
- A Fitting Celebration Of Individuality
Creating a rewarding participatory campaign requires fulfilling certain expectations that submitters may have.
Explorable Content
The cloud of collected images are explorable so people can click and examine each individually.
Dynamic 3D Space
By displaying the elements in a 3D space, we give a greater sense of the multitude of fans involved.
Interactive Reveal
On the image reveal, interaction lets you see how the individual elements work to compile the photo of the band.
