Ashnikko is a blue-haired pop provocateur whose music ricochets around themes of empowerment, vengeance and sexual positivity, where nothing is out of bounds. She had one of the biggest music moments of 2019 on TikTok with her viral hit ‘Stupid’ and has a hugely engaged global social media audience of over 3m combined followers. The challenge for us around her upcoming single ‘Daisy’ was to connect the dots with a mainstream pop audience and make people rethink the ‘alternative artist’ label that she’d previously been pigeonholed with. We wanted to welcome new fans into the weird and wonderful world of Ashnikko.
For her single ‘Daisy’ we partnered with Beats By Dre Headphones for a global campaign that aptly played out across TikTok, under the hashtag, #BeatsDaisyChallenge. The official music video for the single featured the brands new Powerbeats Pro summer colour headphones (in pink, blue, yellow and red) and we tasked fans with creating content on TikTok relating to each of those colours which could potentially win the chance to be featured in Ashnikko’s final music video. The #BeatsDaisyChallenge hashtag amassed a whopping 10.4bn views on TikTok over 3m fan video entries.
Following a hugely successful video launch on YouTube (which has over 34m views to date), ‘Daisy’ took on a new life of its own TikTok. Knowing that Ashnikko had a rabid and engaged audience on the platform (over 1.5m followers) we encouraged fans to create their own UGC versions of ‘Daisy’’s audio, distorting it and generally taking ownership of the track. As a result, three individual user-created ‘Daisy’ sounds starting to make waves on the platform – a slowed down audio, an audio with Ashnikko speaking over the top (aka the #MadeItRedChallenge) and a distorted audio clip. Together these three sounds have amassed more than 3.7m video creations – including videos from TikTok superstars, Adison Rae, Bella Poarch, James Charles and One Direction’s Liam Payne to name but a few. The #MadeItRedChallenge hashtag, which had a Halloween make-up related creative, tied perfectly into the spooky season and has over 265m views to date.
There’s plenty more still to come from Ashnikko. Building on the continued international success of ‘Daisy’, Ashnikko will be back with new music in 2021 and will be releasing her hotly anticipated mixtape, DEMIDEVIL, in February which features a plethora of similarly bold and brilliant female artists including Grimes, Princess Nokia and Kelis.
‘Daisy’ scored Ashnikko her first ever UK top 40 chart position, peaking at #24 and the track is still continuing to grow in the charts internationally.
As a result of the masses of global noise generated by the Beats Headphone and TikTok campaigns, global streams for ‘Daisy’ skyrocketed, peaking at an impressive 1.7m global dailies on Spotify. We also shot up the Spotify charts with a peak position of #45 in the global chart and #37 in the UK. Ashnikko also received additions in some of Spotify’s biggest flagship pop playlists – Today’s Top Hits, Hot Hits UK plus more. The track has over 125m global streams to date and saw Ashnikko surpass 10m monthly listeners for the first time ever.
The UK radio picture was also incredibly strong with A-List additions across BBC Radio 1, Kiss & Capital A-list. As a direct result, we peaked at #2 UK Shazam charts and #19 in the global Shazam chart – with over 1m Shazams to date.
Ashnikko was also named MTV Push’s Global Artist for the month of October which also bagged her an MTV EMEA award nomination. Ashnikko’s social channels continue to grow at a rapid rate and across the course of the ‘Daisy’ campaign, her YouTube subscriptions have grown by over 450k and now surpass the 1.1m mark. Similarly, across both Instagram and TikTok, she has welcomed more than 550k combined new followers since the release of ‘Daisy’.
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