Jennie "Ruby": Collectible Pre-Save Campaign

The Challenge

With "Ruby," Jennie sought to drive early streaming momentum ahead of release while rewarding her most loyal fans. In today's streaming-driven ecosystem, strong pre-save performance can dramatically impact algorithmic visibility on platforms like Spotify. Jennie needed a solution that could energize fans globally while turning passive pre-saves into an active, trackable engagement campaign.

The Solution

ATC partnered with Jennie's team to launch a TapCard-based pre-save initiative — a first-of-its-kind campaign combining physical collectibles with digital streaming actions.

The "Ruby" pre-save experience featured:

• 7 unique collectible TapCard designs, creating a gamified fan challenge
• Spotify-linked pre-save flows directly from each TapCard
• Exclusive digital content to build anticipation leading up to release
• Physical rewards that deepened fans' emotional connection to the project

By blending tangible collectibles with digital engagement, Jennie transformed the traditional pre-save funnel into an exciting collection and activation journey.

The Implementation

The campaign rolled out in three strategic phases:

Each TapCard captured fan data at the point of engagement, helping Jennie's team directly onboard fans into her fanbase — building a real, reachable audience beyond streaming numbers.

The Results

• 7 collectible TapCard designs released globally
• Thousands of early pre-saves secured ahead of release day
• Robust fan data collected to power future direct-to-fan campaigns
• Increased algorithmic visibility on Spotify leading into the launch
• Strengthened loyalty and virality among Jennie's global audience

Key Learnings

The "Ruby" campaign proved that physical incentives can dramatically enhance digital pre-release strategies. In a crowded streaming marketplace, collectibles like TapCards offer fans something real — while providing artists with critical data and engagement metrics that streaming alone cannot deliver.

The future of music marketing blends the emotional resonance of physical media with the scale and immediacy of digital actions — and Jennie's "Ruby" project stands as a blueprint for this new era.