Taylor Swift

The challenge

Virgin EMI wanted to achieve yet another #1 UK album with Taylor Swift’s new album ‘Reputation’.

What we did

In a bid to drive sales in a retail environment, they used our popular HMV malls pack during the busy christmas shopping period to reach CD buyers whilst in a buying frame of mind.

The results

Reputation went straight to #1 in the album charts and stayed in the top 10 for 5 weeks!