DISCOVER PROJECT
SAM i + MIA MORETTI — POP / ELECTRONIC
Shades On — Single Release Campaign
Pre-save strategy, Meta advertising and TikTok creator activation
January 2026
A fast-turnaround release campaign designed to build early fan intent, turn paid attention into Spotify discovery and extend the life of the official TikTok sound.
SERVICES
PRE-SAVE STRATEGY, META ADS, AUDIENCE TESTING, TIKTOK CREATOR SEEDING
PROJECT OVERVIEW
THE ARTIST + RELEASE
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 fast-turnaround campaign combining Spotify pre-save acquisition, Meta advertising and TikTok creator activation.
THE CHALLENGE
The campaign needed to create early listener intent from a short release runway, identify which audiences and creative treatments were responding, and concentrate resources on the channels showing the clearest potential.
CAMPAIGN STRATEGY
STAGE 01
SPOTIFY PRE-SAVE
A rapid Meta-driven pre-save funnel captured listener intent before release while building an owned fan audience that could be contacted beyond release day.
STAGE 02
META AUDIENCE + CREATIVE TESTING
Once the track was live, MIMO tested six Meta campaign variations to identify the strongest audience and creative combination. The James Bond-inspired visual treatment provided a recognisable hook, while a tracked smart link measured the listener journey toward Spotify.
STAGE 03
THE STRATEGIC PIVOT
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 resources toward direct creator outreach, creator platforms and targeted sound pitching.
The goal was not simply to buy impressions. It was to create genuine use of the sound and extend discovery beyond paid media.
CAMPAIGN RESULTS
Directly measured campaign actions and wider release outcomes.
DIRECT CAMPAIGN RESULTS
WIDER RELEASE OUTCOMES
Planning your next release?
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