case study: ayra starr

Building Digital Moments That Defined a Global Breakout

Ayra Starr’s rise has been fueled by more than just hits — it’s been powered by intentional storytelling, strategic collaboration, and culture first thinking. I spearheaded the digital ecosystem that shaped her online presence from viral influencer campaigns and creator collaborations to gaming and fan driven content. Each touchpoint worked together to grow her following and deepen fandom while keeping her music and personality at the center.

influencer marketing

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influencer marketing *

I led influencer campaigns from ideation through execution, turning Ayra’s “Hot Body” into a viral anthem across social platforms. By strategically selecting culturally relevant creators, including India Love, Coco Jones, and Gigi (Kai Cenat’s girlfriend), the track reached key audiences and became a shareable cultural moment. Campaign creative included summer glow ups, fitness videos, and beauty transitions, driving over 20K new fan videos per day at peak and surpassing 1M total video creations on TikTok, generating sustained, organic momentum.

short form content

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short form content *

For Ayra’s short-form content, I oversaw the ideation and creative strategy, shaping posts that were not only visually captivating but also aligned with her brand and personality. By pairing high quality short form videos with targeted seeding campaigns, we extended the life of “Hot Body” beyond its release, amplifying reach, sparking fan generated content, and keeping the track consistently engaging across platforms. This approach strengthened fan connection, created ongoing conversation, and ensured Ayra remained top of mind in key social spaces.

influencer collabs

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influencer collabs *

I orchestrated collaborations between Ayra and culturally relevant creators, leveraging my understanding of trending talent and online culture to expand her reach and elevate her presence on social platforms. Partnerships with influencers such as Nicolas Nuvan and Kkkhadim positioned her in trending conversations, showcased her personality, and created shareable cultural moments that resonated with both her core fans and new audiences. These collabs amplified engagement, increased visibility, and reinforced Ayra’s cultural footprint across digital communities.

gaming activations

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gaming activations *

I orchestrated the gamification of Ayra’s “Hot Body,” partnering with a third party gaming agency to create an interactive experience directly tied to the track. In the game, players kept Ayra’s “body” hot by blocking ice from hitting her, a playful nod to the song’s title and theme. Activating in the gaming community, which had been untapped by Ayra, allowed us to engage over 5K players in the first month while capturing valuable fan data.

Play the official “Hot Body” game —> hotbodygame.com

trolling activations

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trolling activations *

To continue to spark conversation around the track, I activated Daily Noud to run a parody post claiming that Ayra’s “Hot Body” video was causing iPhones to overheat. The stunt quickly grabbed attention on X/Twitter, sparking playful discussion and highlighting the track in a fun, shareable way.

@Dailystarr fan page

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@Dailystarr fan page *

I built Ayra’s largest fan page to date, growing it from 0 to over 900K followers in one year. Through targeted strategies, consistent content amplification, and active community management, the page fosters a vibrant fan community, showcasing Ayra’s personality and music through BTS content, video cutdowns, memes, and exclusive posts that make fans feel closer to her and more connected to her world.

impact & Results

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impact & Results *

Across all touchpoints, the goal was simple: keep Ayra visible, relevant, and connected to culture. From viral influencer campaigns and high quality short form content to creative activations and a rapidly growing fan page, each effort contributed to a cohesive digital ecosystem. In the three months following “Hot Body”, Ayra’s owned social channels grew by over 900K followers, reflecting the reach and effectiveness of the campaigns, activations, and content.

I managed targeted mailers to a dedicated list of 15K subscribers, secured support from partners (META, TikTok, and X), while also tracking performance data to guide each activation. By refining our approach along the way, momentum carried beyond a single release, growing Ayra’s fanbase and expanding her cultural presence.