CHAPPELL ROAN

The Class of 2024 Yearbook for Chappell Roan was a fan-first, interactive UGC campaign celebrating the Rise and Fall of a Midwest Princess and fostering a deep emotional connection between Chappell and her superfans. The campaign offered a digital, fan-centric experience where fans could: Sign the yearbook with heartfelt messages, creating a community-driven collection of notes. Join the Class of 2024 Photo Gallery by uploading personal photos to identify as part of Chappell’s fan community. Contribute to a global timeline, sharing memories and experiences that were automatically organized chronologically, offering a universal guide to Chappell’s year through her fans’ perspectives.

The design reflected Chappell’s artistic vision, featuring hand-illustrated covers and personal touches, including notes from Chappell herself. The campaign seamlessly integrated strategic elements; DSP logins, email sign-ups, and merch visibility, without feeling promotional, aligning perfectly with her selective, fan-focused brand.

Despite delays due to Chappell pausing promotions in the fall, the project launched in December, wrapping up the Midwest Princess promotion while keeping fans engaged. The campaign was a major success, generating over 400,000 site views and 37,000 pieces of fan content, demonstrating that emotionally engaging, visually immersive experiences can drive both fan loyalty and measurable results.