Emotional Oranges interactive pre-save campaign

Case Study: How Emotional Oranges Used Sonikit to Power an Interactive Album Launch That Drove Engagement and Day-One Streams

Case StudiesMay 27, 2025

When Emotional Oranges prepared to drop their highly anticipated album, the team behind them knew a traditional rollout wouldn’t cut it. With a growing global fanbase hungry for more content, Avant Garden (the duo’s label) partnered with The Orchard and Wayward Creative to launch a one-of-a-kind, interactive experience powered by Sonikit—our all-in-one music marketing toolkit for independent artists, labels, and marketers.

The result? A multi-layered digital campaign that elevated fan engagement, boosted pre-saves, and laid the groundwork for a high-impact day-one release across platforms like Spotify and Apple Music.

Campaign Concept: One Album. One Track Per Day. One Global Fanbase.

The core concept was simple—but brilliant:
A dynamic website that unlocked one new track every day leading up to the album release.

But this wasn’t just a basic listening page.

Fans who visited the site could:

Stream new tracks daily
Explore upcoming tour dates, exclusive merch, and behind-the-scenes content
Log in with Spotify or Apple Music to unlock personalized listening stats
Compete on a live leaderboard to see who the top Emotional Oranges listeners were
Watch fan activity light up across the globe on a real-time heat map

This immersive experience created daily opportunities for fans to come back, listen more, and share their love of Emotional Oranges.

Seamless Pre-save Integration with Sonikit

At the heart of the campaign was a custom Sonikit pre-save embed—a fully-branded, onsite integration that drove conversions without ever taking fans off the site.

Unlike many off-the-shelf pre-save tools, the Sonikit integration was designed from the ground up to give full creative and technical control to the artist’s team. Here’s what made it work:

🔗 Embedded Directly Into the Campaign Site

The Sonikit pre-save widget was natively embedded into the interactive experience, ensuring fans could pre-save the album to Spotify or Apple Music without ever leaving the page.

🎯 Full Control Over Analytics and Retargeting

Because the pre-save happened on the campaign site itself, the team retained full visibility into conversion analytics and could retarget visitors and pre-savers across channels with pinpoint accuracy.

📱 Collecting Fan Phone Numbers for Direct Messaging

As part of the pre-save flow, fans were prompted to opt in with their phone numbers, creating a valuable channel for direct SMS engagement leading up to release day.

📊 Actionable Insights with Sonikit Analytics

Using Sonikit’s built-in fan analytics, the team had real-time visibility into:

Pre-save conversion rates
Fan engagement by location and platform
Demographic breakdowns
Leaderboard performance metrics

This data helped the team fine-tune the campaign as it progressed—and laid the foundation for future drops.

Results: Engagement That Went Global

The campaign was more than just a music drop. It became a destination—a place where fans could interact with the album before it was released, connect with other fans, and show their love for Emotional Oranges.

Key Highlights:

Daily traffic spikes as new tracks were unlocked
Thousands of global pre-saves driven directly through the Sonikit integration
Fan phone number opt-ins created new owned channels for tour announcements and merch drops
The interactive heat map visualized global listening behavior in real time
The live leaderboard sparked friendly competition and repeat site visits

Why It Worked: The Power of Creative + Tech + Data

This campaign succeeded because it brought together:

A compelling creative experience (developed by Wayward Creative)
Strategic marketing and distribution (led by The Orchard and Avant Garden)
And a flexible, data-driven pre-save solution (powered by Sonikit)

By keeping fans on the site, personalizing the experience, and giving the team deep insight into fan behavior, Sonikit helped Emotional Oranges turn their album release into a multi-touchpoint fan journey.