Our aim was to grow Nina’s profile in the lead-up to her album announcement by utilising the power of her fanbase and DSP support.

We soon realised the synergy between digital platforms and fans would be our source of success in this campaign. One effective strategy was to ask fans to create their own DSP playlists based around (and including) Nina’s single (i.e. for ‘Somebody Special’, we asked fans to create a mixtape of songs they would share with someone special around Valentine’s Day).

It helped increased plays and saves on our focus single and also encouraged fans to share Nina’s music to their socials. We replicated this idea across different tracks, making alterations each time to keep the concept new and interesting. We also used the fanbase to drive a high level of streams during the launch of a new single by asking them to “stream to unlock” the official video. We hosted a progress bar on Nina’s website driven by streams; and once it reached 100%, the video unlocked.

We also reached out to fans in the real world by producing lotus flower stickers (Nina’s signature imagery for this campaign), some of which included a Spotify QR code to stream her new music, and mailed the stickers to fans all around the world. They were asked to stick them in interesting or significant locations in their cities, posting evidence on their socials. This created great physical and online awareness of Nina and her music.

By igniting the fanbase, we feel it created a camaraderie of Nina Nesbitt fans (aka ‘Nesbians’) working together to strengthen her position at DSPs, resulting in good playlist support and marketing, including two competitor billboards in New York for the same single. Spotify gave Nina the opportunity to take part in two Spotify Single recordings. The first was their Louder Together campaign, bringing three female artists together to release an original song for the first time in Spotify’s history; and then a second session recorded in London with a gospel choir. Nina is one of the few artists in the world to have been given two Spotify Single sessions. These social media and streaming strategies helped expand our reach and has substantially grown our fanbase, completing the circle of marketing.