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A collaboration between two artists, which is an advantage worth planning around: two audiences to activate rather than one, provided the campaign gives both of them a reason to post.

We ran it as a sound-led trend campaign, then used the TikTok momentum as the argument for playlist placement. Playlist editors are far more receptive to a record that is already visibly moving than to one being pitched cold, so the order of operations matters. The TikTok push came first and the playlist conversation came off the back of it.

The campaign produced over a million streams, more than 50,000 videos and 26,000 Shazams, and the record peaked at number two on Spotify Viral 50 Nigeria.