StreiStrei

Strei came to us with a record that had a clear hook and no audience pushing it yet. The job was to get the sound in front of enough of the right creators that it stopped being a song we were promoting and started being a sound people reached for on their own.

We built the campaign around the sound rather than the artist. Creators were briefed with concepts that used the hook as the payoff of the video, so the moment people remembered was the moment the record needed them to remember. As the first wave came back we tracked which concepts were being copied by creators we had not paid, and pushed the rest of the campaign behind those.

The record passed 160,000 videos and 80,000 Shazams, reached number one on Spotify Viral 50 Nigeria, and charted in the Shazam Top 30. The Shazam number is the one we watch hardest on a campaign like this: it means people were hearing the sound somewhere in the wild and going looking for it, which is the point at which a paid campaign has turned into organic reach.