How a smashing video campaign put Fellow Fellow back onto the Thai pop music map

Before the release of the singles “Halley’s Comet” and “Was I Your Good Memory,” the main challenge was to win back Fellow Fellow’s digital audience.

While the duo continued to release music, their audience did not grow on social media, which they used relatively little to communicate. They also did not have a TikTok account (despite its popularity in Thailand) and no longer posted on their own YouTube account. It was time to show the world they were back!

To re-engage Fellow Fellow’s audience, an intense video campaign was launched to revitalize their YouTube, Instagram, and Facebook accounts: live sessions of their past hits on YouTube, live chats with fans on socials, and short video content posted consistently until the release day, where another special live event was held.

This strategy continued after with more Youtube live sessions, and a duets challenge on their newly created TikTok account.

Backed by editorial support on streaming platforms, the songs reached more than 23 million streams and 70 million videos views in 3 months, with “Hailey’s Comet” reaching #1 position on Spotify Thailand Daily Top 50 and on Apple Top 100 Thailand.

A success that echoed Fellow Fellow’s staggering growth in digital audience: +68,600% TikTok followers, +26,259% YouTube subscribers and +757% Instagram followers. The audience wasn’t just won back: it boomed.