DISCOVER PROJECT
SAM I + MIA MORETTI — POP / ELECTRONIC
Shades On — Single Release Campaign
Pre-save, release week ads, and audience testing
January 2026
— A fast-turnaround release campaign built to grow Spotify discovery, capture early fan intent and create momentum around the official TikTok sound.
SERVICES
PRE-SAVE STRATEGY, META ADS, AUDIENCE TESTING, TIKTOK CREATOR SEEDING
Project Overview
Build anticipation before release, convert paid attention into Spotify discovery, and identify the audiences and creative treatments most likely to respond to the track. SAM i is a Los Angeles-based producer, DJ and composer whose work spans pop, electronic and alternative music, with collaborators including Sia, M.I.A., Doja Cat and Anderson .Paak. For “Shades On” with Mia Moretti, Mimo Digital developed a flexible release campaign combining Spotify pre-save acquisition, Meta performance media and TikTok creator seeding.
For “Shades On” with Mia Moretti, Mimo Digital developed a flexible release campaign combining Spotify pre-save acquisition, Meta performance media and TikTok creator seeding.
For “Shades On” with Mia Moretti, Mimo Digital developed a flexible release campaign combining Spotify pre-save acquisition, Meta performance media and TikTok creator seeding. Built around a short release runway, the campaign focused on creating early listener intent, testing the strongest audience and creative combinations, and extending the track’s lifecycle through creator-led sound adoption.
Approach
Setting the scene with the production team
The strategy began with a rapid Spotify pre-save funnel, using paid Meta media to capture listener intent before release. Once live, Mimo tested six Meta campaign variations to identify the most effective audience and creative combination. The James Bond-inspired visual concept gave the campaign a recognisable hook while directing listeners through a tracked smart link to Spotify. TikTok was approached differently. Rather than continuing to spend against weaker paid performance, the campaign shifted toward direct creator outreach and sound seeding through creator platforms and targeted pitching.
RESULTS
Fast-turnaround strategy, measurable release momentum and an extended creator-led TikTok tail. 8,073 tracked conversions at US$0.15 CPC 146 TikTok videos using the official sound
Mimo’s pre-save activity generated 147 Spotify pre-saves and captured 139 email subscribers in just 2.5 days. 167K Spotify streams 13.6K Playlist adds
Initial TikTok paid testing did not deliver the same efficiency as Meta. Rather than continue spending into a weaker channel, Mimo paused TikTok paid activity and redirected budget toward creator activation.
This shift prioritised the larger goal: creating real use of the sound and extending discovery beyond paid impressions.
Rather Redux