We generated 2.5 million views in two weeks with a TikTok influencer campaign

APPLE X ZEE NXUMALO

OVERVIEW

Platoon is Apple Music's artist services division, working with independent artists to amplify their reach and build sustainable careers. From marketing strategy to creative execution, Platoon helps artists navigate the complexities of the music industry while maintaining their authentic voice. For Zee Nxumalo's single "Ngisakuthanda," they needed a TikTok strategy that would cut through the noise. Their focus is on creating moments that connect artists with audiences in meaningful ways.

CLIENT

Platoon (Apple), Zee Nxumalo

YEAR

2025

WHAT WE DID

Influencer Marketing Strategy, Creator Partnerships

RESULTS

2.5M views | 150K engagements | Casual listeners converted to fans

PLATOON NEEDED HELP CUTTING THROUGH THE NOISE ON TIKTOK.

THE CHALLENGE

The challenge with TikTok is that everyone is trying to go viral. New songs drop every day. Artists and labels are all fighting for the same attention. You can't just post the song and hope it works. You need a strategy that feels organic but performs like a campaign.

THE STRATEGY FOR "NGISAKUTHANDA" WAS CULTURE FIRST, ALWAYS.

THE SOLUTION

We partnered with nine South African creators who already had the trust of their audiences. These weren't people who post sponsored content all day. They were creators who understood how to make content feel authentic, fun, and shareable.

Two weeks later: 2.5 million views and 150,000 engagements.

More importantly, we turned casual listeners into real fans. The track wasn't just getting views. It was getting saves, shares, and user-generated content from people who weren't part of the campaign. That's when you know the strategy worked.

See how we made it happen.