Fellow Fellow Returns to Thai Pop Scene with Video Campaign
Indie pop duo Fellow Fellow has re-emerged on the Thai music scene following a successful video campaign. The initiative, spearheaded by Kicks label and distributed by Believe, significantly boosted the duo's visibility and streaming numbers.
Bangkok-based indie pop duo Fellow Fellow has solidified its return to the Thai music landscape, driven by a comprehensive video campaign. After signing with Kicks, a label distributed by Believe, in 2023, a strategic effort was launched to re-engage and grow the band's audience.
The core of the campaign focused on revitalizing the duo's digital presence, particularly their dormant YouTube channel. A series of live sessions, fan interactions, and consistent short-form video content were deployed across YouTube, Instagram, and Facebook leading up to the release of two new singles.
Following the releases, a newly created TikTok account was used to further engage fans through challenges and consistent content. This multi-platform strategy, combined with editorial support on streaming services, led to substantial results. The singles garnered over 70 million video views and 23 million streams within three months, with "Halley's Comet" topping both Spotify Thailand's Daily Top 50 and Apple Music's Top 100 charts.
The campaign also produced dramatic audience growth, with TikTok followers increasing by over 68,600%, YouTube subscribers by over 26,259%, and Instagram followers by over 757%. Jensakda Jarana, Senior Leader for Marketing Projects at Believe Thailand, highlighted the success of translating initial fan engagement into sustained growth for the artists.