Franky Rizardo

our focus was on building on what was working while finding new ways for the track to reach audiences across social.

We developed a multi-layered creator campaign that combined proven formats with more unexpected, personality-led creative. As the campaign progressed, we used early performance signals to inform the next wave — evolving the creator mix, creative direction and audience focus around the content showing the strongest potential.

Rather than locking the campaign into one format, the strategy continued to move with the track. This allowed us to amplify existing momentum while testing new creative entry points and giving “Shinjuku” multiple opportunities to connect across different audiences and communities.