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 to execution, turning Ayra’s “Hot Body” into a viral anthem across social platforms. By strategically selecting and activating culturally relevant creators, including India Love, Coco Jones, and Gigi (Kai Cenat’s GF), I ensured the track reached the right audiences and became a shareable cultural moment. Influencer campaigns spanned various creatives such as summer glow-ups, fitness videos, and beauty transitions, ultimately driving over 20K new videos per day at peak and generating sustained fan-driven momentum

short form content

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short form content *

I oversaw content ideation for Ayra’s short-form videos, shaping posts that were captivating, shareable, and aligned with her brand. By pairing her high-quality short form content with targeted seeding campaigns, I amplified reach, strengthened fan connection, and kept “Hot Body” visible and engaging across social platforms well beyond its release.

influencer collabs

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influencer collabs *

I secured and activated collaborations between Ayra and culturally relevant creators, leveraging my knowledge of trending talent and online culture to expand her reach and strengthen her presence on social platforms. Collaborations with influencers like Nicolas Nuvan and Kkkhadim positioned her in trending spaces, highlighted her personality, and reinforced her cultural footprint across digital communities.

gaming activations

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gaming activations *

I gamified Ayra’s “Hot Body”, creating an interactive digital experience that captured fan data and extended the track’s reach. Fans engaged in new ways, conversation spread organically, and the activation extended the track’s lifespan online.

trolling activations

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trolling activations *

To spark conversation, I used parody and fan culture to create a viral moment — posting from Daily Noud that Ayra’s Hot Body video was causing iPhones to dangerously overheat. It stirred organic conversation and leaned into the fun, trolling side of X/Twitter.

@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 and consistent content amplification, the fan page has became a hub for fan engagement, showcasing exclusive content and keeping audiences connected to Ayra and her music.

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, demonstrating the impact of the campaigns, activations, and content.

Beyond that, I also managed targeted mailers, secured key support from partners (META, TikTok, X), and tracked performance data to drive strategy. By continuously optimizing each activation, I ensured momentum carried beyond a single release, strengthening Ayra’s cultural footprint and fanbase — the kind of results that demonstrate the value of having a dedicated digital strategist on an artist’s team.