ANANYA BIRLA FT. SEAN KINGSTON

USING INFLUENCERS TO SECURE A UK AUDIENCE ON SPOTIFY

The brief

SECURE A UK AUDIENCE AGED BETWEEN 13-24, WEIGHTED TOWARDS FEMALES, TO ENSURE THE ARTIST HAS UK FANS ON SPOTIFY AND YOUTUBE

11M YOUTUBE VIEWS

10.5M INSTAGRAM USERS REACHED


Signed to Universal Music India and Island Records, Ananya Birla holds the records for being the first Indian artist with an English single to go platinum. With her music being English, Ananya needed to reach a UK audience but was struggling to do so. With this objective in mind, we elected to use macro and micro-influencers to reach the young female audience

With 75% of users on Instagram being under 24, we focused our attention on this platform, securing UK influencers with an engaged audience who are likely to interact with Ananya’s music. With Sean Kingston featuring on the track, we briefed the influencers so that they mentioned this, adding credibility so more were likely to Swipe Up to the track. 

The campaign led to a reach of over 10.5 million on Instagram, using 17 UK influencers to push the track out to the target audience. Key influencers used were Alfie Deyes, Olivia Buckland, Jack Fowler and Kaz Crossley, all creating content fitting to their personalities and engaging to their audience.

OLIVIA BUCK

2.3M FOLLOWERS

ALFIE DEYES

3.9M FOLLOWERS

JACK FOWLER

1.3M FOLLOWERS

With all Instagram Stories swiping up to Spotify, over 300,000 streams were secured, with playlist placement on Spotify editorial playlist New Music Friday India as well as Digster’s Urban Hot 50 and FUTURE HITS.