GXR partnered with Yalla to create a campaign around Noel Kharman’s soulful song, “Ann Alawan.”
The goal of this campaign was to promote an upcoming artist on TikTok, Instagram, and YouTube by engaging Noel’s current fanbase and creating new global fans.
We created a blended strategy on TikTok, Instagram, and YouTube by utilizing content creators in the Middle East, North America, and Asia to raise the artist’s profile, and reach a wider audience for her song.
The strategy was to create a campaign around storytelling. Noel’s song told her story, and we provided creators’ the opportunity to share theirs. We also complimented this strategy with reactionary videos as well as simple sound integration to further create engagement on the song.
Acclaimed content creators on TikTok, which included macro and micro content creators, were tasked with integrating the song within their videos and creating trends–this includes viral videos that accumulated over 1.4M views on TikTok posts alone.
On Instagram, 3 influential and acclaimed diaspora pages posted posts, stories, and playlists of Noel’s single for their audience.
YouTube was used to promote and boost Noel’s single by targeting niche diasporic communities with paid impressions and ads to stimulate organic discovery and reach–10M views were added to her song through the utilization of our paid ads strategy in diasporic markets.
AN 18M FANBASE. MILLIONS REACHED. NOEL IS NOW AN ARABIC SENSATION.
Focusing on exclusive 5 high-impact influencers on TikTok–leveraged a massive reach, resonation, and hype for Noel’s single.
There were over 3M views from the videos our influencers created on TikTok that were reposted on Instagram, and over 5K shares across social media platforms.
On YouTube, “Ann Alawan” has gotten over 15M views-making Noel first ever single a viral hit due to the effortless Yalla Approach.