Mulaa Joans

“Love Letter” was already beginning to gain organic traction on TikTok ahead of release. The opportunity was to identify where that momentum was coming from and give it the right push to grow.

We developed a creator campaign designed to build on the behaviours already emerging around the track, placing the sound with audiences and creators who could naturally take the conversation further.

As momentum grew, so did the campaign. Rather than changing direction for the sake of it, we continued to build around the creative territory showing the strongest response - expanding the creator mix and scaling the approach across multiple phases.