Case Study: Tina Karol – “Honey & Мед”

Project Overview

Tina Karol, the celebrated Ukrainian pop star, embarked on a 6-month campaign focused on solidifying her position as a global music icon while advocating for peace through her art. The campaign spanned multiple initiatives, including three single releases, YouTube and streaming promotion, and PR efforts that targeted key audiences worldwide.

Campaign Scope:

• Timeline: 6 months
• Campaign Focus:
  • Three single releases, including the hit “Honey & Мед”
  • Comprehensive PR and press services
  • YouTube growth strategy
  • Spotify and streaming promotion
• Audience Focus:
  • 51% United States
  • 32% Ukraine
  • 17% worldwide

Campaign Outcomes:

Spotify Performance:

• Streams: 3.5M+ over six months.
• Fanbase Growth: Grew European fanbase by 25%, adding 100K new followers on Spotify.
• Playlists: Secured placements on 48 playlists, with a 1.12M playlist reach.

YouTube Success:

• Subscribers: Grew by 75K+.
• Views: Generated over 4M+ views across her channel.

Chart Success:

• Tina’s latest single “Honey & Мед” soared into the Top 30 of the iTunes USA Pop Charts, marking a historic moment as the first Ukrainian artist to achieve this milestone with a multilingual track.

Press and Media Achievements:

Tina Karol’s campaign captured significant media attention, securing coverage in prestigious outlets:

1. WWD:
   • Cover Feature: Highlighted Tina’s advocacy efforts with the piece, “Ukrainian Pop Star Tina Karol Celebrates Birthday With Message of Peace.”
2. Elle Magazine:
   • Cover Story: Exclusive interview exploring Tina’s journey as a global music ambassador.
3. Sky News:
   • Feature Interview: A deep dive into Tina’s humanitarian efforts and her role in global music advocacy.
4. Notion Magazine:
   • Feature article: “Music’s Ambassador for Peace Tina Karol Embarks on Global Tour.”
5. Pop Cultr:
   • Coverage of Tina’s Eurovision performance: “Tina Karol’s Performance at Eurovision: A Powerful Message of Peace Through Music.”
6. Additional Coverage:
   • Featured in AP, Forbes, Rollingstone, and 100+ blogs, amplifying Tina’s voice on a global scale.

Additional Highlights:

1. Global Performances:
   • Opened the Eurovision Song Contest in the UK with a heartfelt performance that captured the world’s attention.
2. Cultural Advocacy:
   • Met with His Holiness Pope Francis, emphasizing her commitment to spreading peace and unity through music.
3. Grammy Recognition:
   • Became an official voting member of the Recording Academy (Grammy Music Family).
4. Industry Collaborations:
   • Collaborated with legendary songwriter Diane Warren, further solidifying her influence in global music.
5. Humanitarian Efforts:
   • Launched impactful TikTok and Instagram campaigns against the Ukrainian war, raising awareness and driving meaningful engagement.

Social Media Campaigns:

TikTok:

• Successful Campaign: Partnered with top influencers to raise awareness of the Ukrainian war, resulting in significant engagement and positive feedback.
• Viral Trends: Created a TikTok trend around her single “Honey”, inspiring user-generated content and sound usage.
• Follower Growth: Achieved a 30% increase in TikTok followers with a more than 43% engagement rate increase.

Instagram:

• Trend Creation: Drove user engagement by creating viral trends around her music.
• Follower Growth: Gained 100K+ new followers in a single month.

Campaign Impact:

1. Cultural Impact:
   • Tina became the first Ukrainian artist to chart with a multilingual track in the USA, solidifying her position as a global cultural ambassador.
2. Advocacy for Peace:
   • Leveraged her platform to promote humanitarian messages, resonating deeply with global audiences.
3. Fanbase Growth:
   • Achieved substantial growth in both Europe and the USA, expanding her global fanbase by millions.
4. Industry Recognition:
   • Cemented her legacy as an artist who blends musical brilliance with humanitarian efforts, becoming a beacon of peace and resilience.

Conclusion:

The 6-month campaign for Tina Karol was a resounding success, blending artistic milestones with meaningful advocacy. From global chart success to humanitarian efforts, Tina has not only established herself as a pop music powerhouse but also as a voice for peace and unity in the world. Her ability to inspire and connect with diverse audiences makes her a true cultural icon.