Scouting For Girls
Music Industry | Social media management & content creation
Since 2021, LUX Media & Production has been Scouting for Girls’ trusted content partner, supporting the band across social media campaigns, video production, tour content, music videos, release campaigns and behind the scenes storytelling.
With close access to the band and their team, we capture the energy of their live shows, the humour behind the scenes and the fan first moments that keep their audience engaged.
From sold out headline tours to single releases and social first campaigns, our role has developed into a long term creative partnership built around strategy, production and platform expertise.
THE CHALLENGE
Scouting for Girls came to us with a clear mission: build serious hype ahead of their Everybody (Still) Wants to Be on TV anniversary tour and sell out the pre-sale.
They didn’t just want to announce a tour they wanted to build a story that brought fans along for the ride well before a single date dropped. At the time, their social channels were posting inconsistently, without the momentum needed to fuel fan excitement or drive conversions.
We had two weeks to spark buzz before the announcement and two months in total to turn content into ticket sales.
WHAT WE DID
We developed and managed a two month social media campaign built around fan nostalgia, hidden clues and a fast paced platform first rollout.
The campaign started with a two week teaser phase, where we released digital breadcrumbs for fans to discover before the official announcement. Every other day, new content was published across TikTok, Instagram and Facebook, combining nostalgic throwbacks, lyrics, location hints and subtle references to the upcoming reveal.
Fans started connecting the dots quickly, commenting their theories and engaging with the campaign before the first tour date had even been shared.
CREATIVE DIRECTION
Our creative team built the campaign around a narrative structure that made the tour announcement feel like the climax of a story rather than a one off post.
The direction focused on three core ideas: nostalgia, discovery and momentum. We used recognisable songs, fan memories and key moments from the band’s history to spark emotional engagement, while hidden clues and subtle hints encouraged fans to watch closely, comment and share their theories.
The result was a campaign that felt native to social media while still carrying the scale and excitement of a major tour announcement.
CONTENT PRODUCTION
Due to Scouting for Girls’ busy schedule, we had half a day to capture the campaign content.
To maximise output, we planned the shoot around both social first iPhone content and high resolution production assets. This gave the campaign a strong mix of organic, platform native videos for TikTok and Instagram, alongside more polished content for key announcement moments.
The standout piece of content, “15 years ago today This Ain’t a Love Song went to number 1”, reached over 4M views, 250K likes and 3K comments across TikTok and Instagram.
PLATFORM ROLLOUT
LUX Media & Production managed the campaign rollout across TikTok, Instagram and Facebook.
Rather than posting content randomly, we built a structured release schedule designed to create momentum before, during and after the tour announcement. The teaser phase warmed up the audience, the reveal content converted attention into action, and the follow up content kept the campaign active once tickets were live.
This approach helped turn fan engagement into measurable commercial impact.
CONTENT PRODUCTION
Due to Scouting for Girls’ busy schedule, we had half a day to capture the campaign content.
To maximise output, we planned the shoot around both social first iPhone content and high resolution production assets. This gave the campaign a strong mix of organic, platform native videos for TikTok and Instagram, alongside more polished content for key announcement moments.
The standout piece of content, “15 years ago today This Ain’t a Love Song went to number 1”, reached over 4M views, 250K likes and 3K comments across TikTok and Instagram.
PLATFORM ROLLOUT
LUX Media & Production managed the campaign rollout across TikTok, Instagram and Facebook.
Rather than posting content randomly, we built a structured release schedule designed to create momentum before, during and after the tour announcement. The teaser phase warmed up the audience, the reveal content converted attention into action, and the follow up content kept the campaign active once tickets were live.
This approach helped turn fan engagement into measurable commercial impact.
THE CREATIVE
THE IMPACT
The campaign helped create major momentum around the Everybody Wants To Be On TV Anniversary Tour, turning online attention into real ticket demand.
By building anticipation before the announcement, the tour launch had an active audience from day one. Fans were already engaged, the conversation was moving and the campaign had created a sense of excitement before tickets were pushed publicly.
The campaign supported a 400% increase in pre sale tickets compared to the previous tour, 21,000 plus tickets sold in the first week, 3 sold out venues, 5 more venues on low ticket warnings and over £500,000 in revenue supported.
SERVICES DELIVERED
Social media campaign strategy
Creative direction
Content planning
Short-form video production
TikTok content
Instagram Reels
Facebook campaign content
High-resolution video production
iPhone-first social content
Platform rollout
Tour announcement campaign
Performance-led content rollout
