In today’s music landscape, album campaigns require more than just a music drop, they demand strategic, multi-channel engagement that turns anticipation into action. For Peach Pit, the release of their album Magpie was an opportunity to create an immersive experience that connected fans with the band through exclusive merchandise, digital marketing, and direct-to-consumer (D2C) strategies. Spanning from August 2025 through the album’s street date on October 25th and continuing into Black Friday/Cyber Monday, this campaign successfully blended creative product offerings with data-driven marketing, resulting in the best e-commerce performance and fan engagement for Peach Pit to date.

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Building Hype Through Data & Direct Engagement

The foundation of the campaign was a robust data acquisition and fan engagement strategy. Early in the year, Peach Pit pivoted toward a more targeted approach, leveraging two key updates right from the band that provided fans with essential information on both the album and exclusive merchandise drops. Designed to maximize engagement, these updates drove traffic to strategically placed landing pages and opt-in forms, leading to a substantial increase in both email and SMS subscriber lists. The merchandise email list was created to notify fans only with the highest intention to buy merchandise. While the band's general email list provided updates on tour, music and other life events for the band.  This segmentation enabled more targeted merchandise marketing to their dedicated audience.

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For example Peach Pit, had a surprise restock of their D2C exclusive vinyl, after the release date. This release was announced to only merchandise email subscribers, and sold out in 20 minutes. 

Pre-Order & Exclusive Merchandise Strategy

A core pillar of the campaign was the pre-order initiative, hosted exclusively on the Peach Pit D2C Store. This effort combined limited-edition product pre-releases with innovative product and fulfillment tactics to maximize fan excitement and sales.

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Exclusive Vinyl Variants

Vinyl releases played a central role in the campaign, featuring two exclusive editions: a standard variant and a visually striking clear mint edition. However, the most coveted item was the signed vinyl, available only through the band’s website. This exclusive and limited product drove immediate fan engagement and created a scarcity effect that boosted conversions. To enhance the customer experience, the campaign introduced a split-shipping fulfillment method. Non-vinyl merchandise was shipped ahead of the vinyl itself, allowing fans to receive instant gratification while anticipation for the vinyl release continued to build. This strategy not only improved customer satisfaction but also sustained engagement throughout the pre-order window.

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Curated Merchandise Collection

Beyond vinyl, the website featured a premium merchandise collection, including hoodies, two distinct T-shirt designs, and accessories such as a custom-designed pin and tote bag. To cater to collectors, the campaign introduced a bundled offer that combined a T-shirt, tote and pin into one package. To maintain excitement, two additional merchandise drops were strategically aligned with single releases. On the album’s street date, two more exclusive apparel items were introduced, ensuring sustained engagement across multiple touch points.

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Check out the Peach Pit Store and Shop Now!