Insight: Armaan Malik’s birthday on 22nd July represents a significant day for Armaanians globally. The campaign capitalized on this by aligning the release of his latest single ‘TU/YOU’ with the celebration. The month-long strategy included teaser videos, launch assets, and sustenance content, such as a gamified video with Armaan, behind-the-scenes footage, remixes, and call-to-action videos for ads. An offline event further enriched the engagement experience.
The planning and execution aimed not only to engage Armaan Malik’s dedicated fan base but also to resonate within the broader music community, fostering an enduring impact on the digital landscape.
Pre-Launch Content: The translation video created with Armaan achieved a remarkable engagement rate of 33%, indicating strong fan involvement before the release.
Teaser Impact: The ‘coming soon’ teaser video had a significant impact, evident in high saves and shares, showcasing the audience’s receptiveness.
Short Video Reels: Short video reels proved highly successful, contributing substantially to the campaign’s success.
Post-Launch Engagement: The behind-the-scenes (BTS) video post-launch generated a substantial volume of engagement, further connecting with the fans.