To promote Sigrid’s new track, ‘Don’t Kill My Vibe’, we wanted to amplify the messaging around the track to more of her target audience (15-25, females), with her being a fairly new artist.

We worked with Tailify and Max Savard at Dialogue Management to pick out a custom list of YouTubers and Instagram talent to approach to share the message for us. We also reached out to a selection of influential followers of Sigrid’s Twitter and Instagram. The main aims were to amplify the messaging about the new track to build awareness of the artist and drive streams, build up a “support crew” for Sigrid by sourcing a variety of influencers/talent form different “pools” to hit different audiences and encourage long term, organic relationships.

We also wanted to drive excitement for the upcoming merchandise range. It was important that we first identified talent who either had previously demonstrated that they were fans of Sigrid, or had a very similar “vibe” so that the responses from them were as positive as possible, and the campaign was organic. After our initial target list was finetuned and we had a list of talent who wanted to be involved, we worked with Tailify to create a brief for the talent to follow, which would not only portray Sigrid’s style visually, but include the track and link the two. We came up with a formula for the brief, which asked the talent on Instagram to share an Instagram Story with the track playing in the background. They were then asked to share a picture of themselves wearing a “Don’t Kill My Vibe” T-shirt from Sigrid’s merchandise range, which she also wears on her track artwork. We then asked the talent to post another Story featuring the track so that their followers could connect the dots between the track and the visual. From the Tailify talent list, we saw 10 talents come on board with a combined following of 370,000 (our target was 250,000), who posted between them 20 stories and 16 photo posts on Instagram (more than requested in the initial brief).