+ Launch Communication Strategy
Nina Chuba - Wildberry Lillet (2022)
Big Questions
How to:
- create a viral TikTok momentum pre-release for Nina Chuba’s song ‘Wildberry Lillet’
- re-position her as musician (rather than creator, German vs English lyrics)
- engage users, fans, creators + distribution partners pre- and post release
Big Answers
Content Strategy Management:
- strategy ideating + counseling artist, management + label in creating viral moment- managing follow-up videos using the sound
- community management
CRM Campaign Creation:
- ideating + managing data-collecting, owned Spotify presave campaign with exclusive content converting TikTok engagementProject Management (in-house):
- Creator relations: involving creators to further spread the sound (earned)- Sales: delivering arguments (stats + figures) for the Sony Music sales pitches to Spotify, Apple Music, YouTube Music + Amazon Music
Partnership Management:
- managing the platform partnership with TikTok
Big Results
Pre song release:
UGCs with sound: 17K
TikTok Playlists: 5
Song release day:Streams within 48h of song release: 2M
Prime DSP playlist placements:
- Spotify ‘Wilde Herzen’,- Amazon ‘Neu in Prime’,
- Youtube ‘Klangfarbe’
TikTok playlist placement: #1 Hot 50
More TikTok placements:
- ‘Hot artist of the week’ in-app banner- Cross-promotion on all platform chanels
Song performance:
TikTok UGCs with sound: 80K
Song streams: 196M
Charts: Germany #1 (for 4 weeks, for 18 weeks in top 10), Austria #1, Switzerland #6
Total sold units: 960K
Awards: Germany 2x platin, Austria 4x platin, Switzerland 2x platin
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