Believe instrumental in returning pop duo Fellow Fellow to Thailand's No.1 spot

Music distributor Believe has been instrumental in returning Thai indie pop duo Fellow Fellow to the number one position on the country's music charts. Although the Bangkok-based duo has been active since 2013, they had not achieved significant mainstream recognition until a campaign launched in 2023.

Kicks Records, a label distributed by Believe, partnered with Believe Thailand's team to execute an intensive video campaign for Fellow Fellow's two new singles. The strategy aimed to first re-engage the band's existing fanbase and then expand it. The campaign centered on social media platforms and revitalizing the group's YouTube channel, which had been inactive for over three years.

The campaign focused on re-energizing Fellow Fellow's digital presence. The band's YouTube, Instagram, and Facebook accounts were reactivated through live sessions of previous hits, live chats with fans, and regularly published short videos leading up to the single releases. A new TikTok account was also created, featuring duet challenges.

The singles "Halley's Comet" and "Was I Your Good Memory" achieved over 23 million audio streams and 70 million video views within three months. "Halley's Comet" reached the number one spot on Spotify's daily chart and the top 100 on Apple Music's Thailand chart. The band's social media following also saw exponential growth, with TikTok followers increasing by over 68,600%, YouTube by over 26,259%, and Instagram by over 757%.