HILLARI
South East Asia Marketing - Organic Engagement
In a quest to resonate with the vibrant South East Asian market, the Hillari marketing campaign embarked on a compelling journey. The mission: was to build activity and engagement towards her single, "Fall into Place."
The Campaign
UGC Creation: We unleashed a total of 52 pieces of UGC centered around the “Fall into place” sound, with 12 local creators. These numbers highlight the pivotal role of organic content generation, accounting for a resounding 75% of the overall content.
The Strategy
Sped-Up Lyrics & Quote Pages: The visual content captured the attention of the audience, quickly gaining traction.
Influencers (Macro & Micro): Collaborating with influential personalities amplified the campaigns reach and resonance.
The Results
To spotlight the 12 pieces of UGC, each boosting a reach of at least 100K views. Metrics include Views, Likes, Comments, Saves, and Shares.
Campaign performance overview
Total Views: 1,493,943
Total Likes: 163,083
Total Comments: 524
Total Saves: 12,334
Total Shares: 1,794
Engagement Rate: A 11.89% engagement rate speaks volumes about the enthusiastic response that the campaign ignited from the audience.
Spotify streams: The song "Fall Into Place" experienced notable spikes in streams during key moments, including the first week of release, campaign rollout commencement.
The Conclusion
The HILLARI campaign case study is a testament to the overwhelming success of our UGC-driven approach. Organic content, influencer collaboration, and diversified content genres proved to be a potent formula for engagement. The positive feedback, user participation, and Spotify streaming spikes solidify our campaign's undeniable impact.
