How Maisie Peters Used Discord to Get Her First No.1 Album
When Maisie Peters' album The Good Witch went to No.1, a highly engaged community of superfans had already come under its spell — thanks to a custom Levellr riddle bot that turned the album campaign into a community event.
Maisie Peters has a highly engaged audience — she previously sold out priority tickets for a UK tour in under 60 seconds. That's the sort of fan energy that can be harnessed and amplified in dedicated communities away from social media.
Maisie personally engages with over 13,000 fans in an exclusive Discord community built by Maisie's fans and Levellr around the singer and her music. Exclusive content includes Maisie's diary-style updates and specially-designed tarot cards for each song on the record — making it the perfect place to launch an album campaign that felt as intimate and handcrafted as her music.
Content creators and musicians like Maisie, Gorillaz, and Fred again.. are among the brands who understand the power of their superfans. Levellr helps unite those superfans — interacting with, understanding, and responding to the most devoted fans in dedicated communities on Discord. With The Good Witch campaign, that philosophy was put to work in one of the most inventive album activations the platform has seen.
The Good Witch Hunt — How It Worked
As part of the Good Witch album campaign, Maisie and her team at Atlantic Records tasked Levellr to build buzz among her fans. The goal: drive a surge of engagement around the album using special Levellr features. Levellr's digital team built a custom bot from scratch and created a riddle trivia game called "The Good Witch Hunt" — and it was an instant hit.
A dedicated channel opened: #the-good-witch-hunt
Levellr opened a new channel in Maisie's Discord server dedicated to the activation. The name alone created intrigue — fans arrived not knowing what to expect, which is exactly the right energy for a campaign built around mystery and magic.
The bot posted one riddle per day — one for each of the 10 songs
Levellr's custom bot released a new riddle each day, each one corresponding to one of the 10 songs on The Good Witch. Each riddle dropped daily at 8pm — and even before it arrived, fans gathered early to share their anticipation. The busiest time on the server shifted to exactly 8pm.
Solving each riddle unlocked the first taste of each song
Solving each mystery won fans their first taste of the new album. It wasn't every fan for themselves: to unlock Good Witch goodies, 250 people had to react to each riddle. That requirement transformed a solo puzzle into a collective mission — encouraging fans to recruit others, talk to each other, make new friends, and help each other unlock snippets of new tracks.
Automated engagement — even during the busiest campaign weeks
Big campaigns like an album launch can be mind-meltingly busy, so automated features like the Levellr bot allowed Maisie's team to engage with fans even when time was super-limited. Once the puzzles were live, the conversation soared as fans and superfan moderators interacted amongst themselves — with no manual intervention needed.
Almost twice the 10% industry standard — and up from a baseline of just 4.5% before the campaign launched. Levellr's granular data showed Maisie's team exactly how the community was responding in real time.
Server health score increase
The Levellr health score — a proprietary algorithm measuring engagement and sentiment — rose 52% during the activation, reflecting the surge of positive, high-energy community activity.
Messages in 8 days
Over 9,000 messages were sent around the riddles in just 8 days — fans helping each other, debating answers, and counting down to the 8pm daily drop.
Server membership growth
The server grew by 9% during the campaign — tracked in real time through the Levellr dashboard, giving Maisie's team visibility of the activation's organic reach.
Industry standard participation
At 19.8%, participation during the Good Witch Hunt was nearly double the 10% industry benchmark — a clear signal that the campaign was working well beyond expectations.
The Result: A Number One Album
Working with Levellr paid off. As well as playing huge shows like Glastonbury's Pyramid Stage and supporting Ed Sheeran, 23-year-old Maisie Peters became the youngest British solo artist in a decade to score a Number One album. As her community grows, the conversation continues — ready for whatever magic comes next.
Maisie enjoys intimate venues where she can interact with the audience, taking requests and questions directly. Similarly, while social media reaches a mass audience, online communities in Discord recreate those huge cultural moments of shared enjoyment for fans wherever they are — extending the live experience to every superfan, not just those in the room.
"When Maisie Peters' latest album The Good Witch went to No.1, a highly engaged community of superfans had already come under the new album's spell — thanks to a little magic from Levellr."
What Made It Work
The Good Witch Hunt wasn't just a clever campaign mechanic — it was a demonstration of what happens when you treat a fan community as a living, creative space rather than a broadcast channel.
Collective unlocking turned solo fans into a community
Requiring 250 reactions per riddle meant no fan could unlock the reward alone. That single design decision transformed the activation from passive consumption into genuine community-building — fans recruited each other, formed friendships, and stayed engaged for the full 10 days.
Daily 8pm drops created a Pavlovian moment of excitement
The server's busiest time shifted to exactly 8pm — fans arrived early to share anticipation, then stayed to celebrate together. A simple scheduling mechanic created a daily ritual that kept the campaign alive for the entire pre-release window.
Automation freed the team for what mattered
Once the bot was live, the campaign ran itself — letting Maisie's team focus on the album launch itself rather than community management. Levellr's granular data meant they could see the impact in real time without manual effort.
Data showed the campaign's impact as it happened
Maisie and her team could track participation rates, server growth, and health score changes live through the Levellr dashboard — making it possible to understand, report on, and build on the success of the activation immediately.
When you give superfans something to solve together, they don't just engage with your album — they become the campaign.
Ready to cast a spell on your fan community?
Your superfans are waiting. Contact Levellr today to find out how to build a community that works — and campaigns that come to life.