Following the success of her previous album, we wanted to re-introduce Nina with these first two tracks and embrace platforms that we didn’t have at our disposal last time round (e.g. TikTok). It was key to try and find new ways to engage her fanbase.
We launched the pre-save for the first single, ‘Summer Fling’, by giving fans no info other than a cryptic post which tied into the forthcoming video aesthetic and teased some abstract audio. Alongside this, we created a pre-save link which directed fans to access a hidden website and solve a Nordic rune puzzle, which led to them spelling out the name of the single. Fans who managed this got a special video message from Nina. This built lots of hype as fans tried to work out the puzzle and shared their success across socials.
We engaged partners early on this campaign and knew we wanted TikTok to preview the track ahead of release. We worked with them on our content strategy and they came through with lots of support for Nina. Alongside the rune puzzle activation, we were in a really good place ahead of release.
Post-release, we wanted to put on a special social event for fans to get involved with. We landed on a listening party via Vertigo Music, which we branded as Nina’s Package Summer Holiday, where Nina spoke with fans whilst playing games and streaming the new single. It’s a relatively unknown app but had the perfect interface for what we wanted to do, helping us to get core fans streaming on Spotify and Apple Music.
Early on, we knew we wanted to get Nina involved in the metaverse and explore the possibilities with NFTs. She hadn’t been in this space before, so when we were offered a slot for her to perform at Decentraland’s multi-day music festival (the first one to take place in the world) it was an easy decision.
Nina’s performance was motioncaptured in a studio, along with facial expressions, and rendered into an avatar that opened the first day of the festival (on 21st October). It was an amazing experience and, because of the costs usually involved, something that is still out of reach for many artists outside of the biggest stars. We had fun with content around this, including an ABBA mo-cap nod, and Nina’s TikTok from the shoot has over 1.8m views.
• The pre-release campaign for ‘Summer Fling’ was really effective. It generated 1.6k pre-saves, with almost all of these going on to engage with the rune puzzle. The TikTok preview ended with the clip hitting #1 on the UK sounds page, accomplishing the feat of unseating ‘Three Lions’ during the week of the Euro final and setting up the first single really well.
• From release we received great support from all the DSPs across editorial, playlist covers and socials. On Spotify, in particular, we hit Nina’s highest monthly listener total of the year at 3.1m. We had 40 New Music Fridays at Spotify and 27 New Music Dailys at Apple on the first single.
• Since we released the first track in July, we have seen a 46k follower increase on TikTok (now at 684k). This is down to the support we received from them, alongside Nina’s ability to create fantastic content that resonates really effectively. Crossposting this content to Reels and YouTube Shorts has allowed us to greatly increase reach and impressions.
• Engaging with Amazon for Nina to appear on their Pop Culture Twitch show, led to her daily streams hitting their highest total this year.
• The metaverse performance has set us up really well to explore more opportunities in that area, giving Nina recognition in the metaverse/crypto community.
Project Budget
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