Justice & Tame Impala

The challenge

Tasked with the global rollout of a high profile collaboration, the team was operating on intuition about which track deserved the most marketing investment. With multiple strong contenders and limited budget, a wrong call could cost millions of potential streams.

The approach

We aggregated real time social signal across TikTok, Spotify and Instagram. While 'One Night/All Night' was the designated lead single, 'Neverender' was quietly accumulating superior momentum: more saves, higher completion rates and accelerating fan made content. The shift surfaced in the data before anyone had noticed it in the room.

The result

The team made the call to redirect the primary campaign focus mid rollout. Budget was reallocated, pitching was reprioritised and paid social shifted to 'Neverender'. The outcome was a global viral success that beat initial projections, driven entirely by analytics rather than gut feeling.