Say 'Hello' to Adele's Masterful Media Domination

December 8, 2015 Sean Couch

Adele.pngAdele has returned to the music scene with authority. After a record-breaking debut week, her record 25 became the first LP ever to sell over 1 million copies in back-to-back weeks. In the first two weeks, she sold 4.49 million album copies, and 25 accounted for 30 percent of all music sales during that time.

Her record sales have been so enormous that they would even be impressive in 2000, when digital sales had yet to be introduced. In fact, Adele broke NSYNC's No Strings Attached first -week sales record of 2.4 million that was set during the start of the millennia. 

So how did she accomplish this amazing feat when record sales have been on a major decline? Marketing genius and enormous media exposure.


We took a look at the media coverage and created an interactive PR report to breakdown Adele's masterful campaign that helped drive awareness of her new album.

Hello Video Mashups & Parodies

In five days, Adele's comeback hit "Hello" became the second quickest video to reach 100 million views on YouTube. The Internet quickly reacted to the hit with countless spoofs and comedic routines.

We gathered up a few of the most popular videos that accounted for millions of additional views and countless other laughs.

A Thanksgiving Miracle - SNL

Lionel calls Adele to say Hello - BlendTV

Adele at the BBC: When Adele wasn't Adele... but was Jenny!

Top of Mind Awareness


The British soul singer took advantage of the phenomenal media frenzy surrounding her hit single "Hello" and during what is arguably the busiest shopping season of the year, decided not stream her first album since 2011. 

Demand went through the roof, and Adele shattered record sales numbers. The result also created top of mind awareness that kept her name in the media above any other popular artist in the industry right now.

Adele's ability to maintain a strong share of voice over time helped her plow past other popular artists. Justin Bieber released his sixth No. 1 album, Purpose, which sold 649,000 equivalent album units during its first week. Bieber saw the biggest weekly total on a single album since Billboard started folding streams into the equation.
Adele sold  3.38 million records in the first week - almost hitting the total number of records Taylor Swift sold in 2014 who had the top-selling album of the year with 3.6 million records sold in one year alone.

Grass Roots and Social Media Fan Power


Adele's post-breakup ballads have torn through the music industry and created one of the biggest and possibly broadest fan bases. The success of 25 can easily be attributed to her grass roots campaign kicked off on social media. After eight months of not sharing a single post on her Facebook page, Adele broke her silence and announced the new album with roaring applause. 

Fans have shared media content related to Adele over 5 million times since the announcement. Adele has specifically used Facebook to share  breaking news and has done so in intimate creative ways. The artist is never shy from sharing personal information with fans that inspire her music and enjoys addressing fans directly.

How impressed are you with Adele's marketing and PR tactics? Share your comments or questions below and check out the full PR interactive report to dive deeper into the data.

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