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Client

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Universal Music Canada

PURPOSETO

Campaign


Justin Bieber #PurposeInTO

Program Overview


To mark the release of Justin Bieber’s latest album, Purpose, Shed created PurposeInTO, a campaign designed to build fan excitement through the first ever Bieber pop-up shop in Toronto followed by a livestreamed, exclusive performance for 1,500 fans. The campaign resulted in substantial global press coverage and garnered a whopping one billion social impressions worldwide, successfully driving album purchase and streams.