Usher in the Spirit: 5× SMS audience growth from a viral moment Aaron Cole could keep
A custom funnel connected social discovery to email, SMS, and pre-save.
5×SMS audience growth
2,000+Fans activated through owned channels
1,000+Petition signatures
60 daysTo build the initial direct-to-fan system
Campaign type
- Viral Moment Strategy
- Direct-to-Fan Acquisition
- Release Campaign
- Fan Activation
The Moment
Aaron Cole posted a casual video singing gospel lyrics over Usher’s “You Make Me Wanna…” The idea connected quickly and began spreading across TikTok and other platforms.
The attention was growing, but there was no clear system to capture it. People could watch, share, and move on without Aaron having a way to reach them again.
ACHAIA moved quickly to give that attention somewhere meaningful to go.
What We Built
We created a direct-to-fan funnel that invited listeners to follow the song’s journey, pre-save the release, and join Aaron’s email and text communities.
The campaign included custom landing pages, social automations, email and SMS journeys, and a schedule of touchpoints designed to introduce new listeners to more than one song.
In two months, Aaron’s SMS audience grew from roughly 200 subscribers to 1,189. More than 2,000 fans were also brought into an active direct-to-fan system.
Keeping Fans Invested
Sample clearance delayed the official release, so the campaign needed a new reason for fans to stay engaged.
We built a custom petition that invited listeners to sign their names, support the song, and follow the clearance process.
The page included a live signature count, recent supporters, and email and SMS capture. More than 1,000 fans signed in support.
The petition turned a long clearance process into a shared fan story. Fans were not simply waiting for the song. They were helping push it forward.
Building Beyond the Release
ACHAIA also handled the strategy, copy, and execution for Aaron’s email and SMS communication, social funnels, landing pages, and automated fan journeys.
Five automations produced more than 1,200 messages while helping the team stay in touch without relying on manual outreach for every interaction.
After release, the campaign continued through an open verse challenge. Fans could download the instrumental, create their own version, and submit it to a public remix wall.
That activation helped extend the life of the song and laid the groundwork for the remix campaign and Aaron’s first headline festival.
What could have been a short viral moment became an audience Aaron can continue reaching for future releases, merchandise, and live experiences.
Campaign Instagram post
Client Perspective
“Working with ACHAIA on the rollout for Usher In The Spirit was an incredible experience from start to finish. He helped us build a strong fan acquisition campaign ahead of release, collecting thousands of emails and phone numbers while consistently creating meaningful touch points that kept fans engaged throughout the rollout. We’re already seeing the long-term value of that data and relationship building, and we’d highly recommend Brian to any artist or team looking to grow their audience the right way.”
Services
01
Viral Moment Strategy
02
Direct-to-Fan Campaign Strategy
03
Custom Landing Pages
04
Email and SMS Marketing
05
Fan Acquisition Funnels
06
Marketing Automation
07
Audience Segmentation
08
Fan Activations
09
Open Verse Campaigns
Turn attention into an audience you can reach again.
ACHAIA helps artists and labels build campaigns that turn attention into direct fan relationships, create meaningful touchpoints, and keep momentum moving after the algorithm slows down.