“These guys are amazing at what they do. We love working with them!!!” – HANNIE
Having only released three singles, the female production duo HANNIE came to us looking to increase their streams, overall online presence and also take advantage of their large social media following by securing collaborations with relevant brands. Within the campaign, we were focusing on their single ‘Stay Another Night’ featuring vocals from multi-platinum HIGHT and secured support from Spotify, major fashion brands as well as a YouTube audience of over 6.9 million.
With HANNIE’s Instagram having a following of over 20k, plus the girls having separate Instagram accounts with a very large joint following, we approached major brands looking to secure collaborations that would be relevant for the girl’s brand and musical style. A collaboration was secured with major fashion brand Nasty Gal, who interviewed the duo for their site as well as sending them a package of clothing to feature on their socials.
On the day of release, ‘Stay Another Night’ was added to 3 Spotify Official New Music Friday playlists from Denmark, Iceland and Sweden. After the day of release, the track was then placed to another two Officials, GRL PWR and On Point.
HANNIE’s ‘Stay Another Night’ was placed in multiple in-store radio stations across Europe including Solaris, Pimkie and C&A, played to millions.
With the track having a commercial, summer vibe, we secured YouTube placement with relevant, high following YouTubers who could fit the track within their videos and link it within the description. Within the campaign, we confirmed 24 YouTube video features, a mixture of both vloggers and still image music channel videos with a combined subscriber base of 6.9 million. Examples of high follower YouTube channels that used the track are NewMelody, Kalyn Nicholson and Freddy My Love.
Alongside the YouTubers, we also approached high follower Instagram accounts that would use the track within their videos. Three Instagram profiles used the track with a combined following of over 1.2 million. Each Instagrammer linked to the track in the video description with the Spotify link and tagging HANNIE’s Instagram.
For HANNIE’s next campaign, we wanted to continue to build on previous success, securing more established blogs, additional Spotify Official playlist features and explore brand collaborations further. Within the campaign, we were focusing on their next single ‘Drama’ featuring Isaiah Dreads best known for his 1XTRA Fire In The Booth and secured support from Spotify on 4 New Music Friday playlists, major music brands such as JBL as well as a premiere on Atwood Magazine.
With the Nasty Gal collaboration secured in the first campaign, we wanted to find a brand that was more music based for this release as the majority of their followers engage with HANNIE due to their content surrounding musical instruments, software and production process. Therefore, we secured a collaboration with speaker brand JBL who sent the girls some of their products to feature on their socials.
The track was picked up by major brands, with the track being played out in McDonalds, Brice, Puma, Devernois, The Perfume Shop, Wrangler, Outfit, Nissan, Dorothy Perkins and New Look.
Press and Radio
With ‘Drama’ being so commercial, we pitch to radio stations with a younger audience, getting a play on Amazing Radio and an interview with Fubar Radio.
We then had the track premiering on high readership blog Atwood Magazine, so with 24-hour exclusivity, the featured built on the already existing hype around the release. Further coverage was secured on The National Student, with readers fitting to HANNIE’s target audience, and CelebMix.
On release day, the track was added to 4 New Music Friday playlists – UK, Sweden, Denmark and Iceland. The track was also added to On Point and Get Your Hits Together.
We were again aiming to secure YouTube placement with relevant, high following YouTubers who could fit the track within their videos and link it within the description. Within the campaign, we confirmed 6 YouTube video placements, with a combine subscriber base of 2.4 million. Examples of high follower YouTube channel that used the track is Katie Bezting, who has over 1 million subscribers.
Alongside the YouTubers, we again approached high follower Instagram accounts that would use the track within their videos. Four Instagram profiles used the track with a combined following of over 1.6 million. Each Instagrammer linked to the track in the video description, tagging HANNIE’s Instagram.