LIDAH Drums

We developed a European-wide awareness and acquisition engine centred around an immersive brand story, the chance to travel to Bali and craft a handpan in the jungle workshop.

The strategy combined viral mechanics, creator-driven reach, and a high-intent pre-sale funnel.

1. Viral & Referral Campaign — “Win a Trip to Bali & Build Your Own Handpan”

A Viralsweep campaign acted as the core growth catalyst.

• Prize: A trip to Bali to make a custom handpan with the artisans

• Distributed across Meta, TikTok, YouTube, and EU geographies

• Multi-language landing pages tailored for European audiences

• Incentivised sharing loops to amplify organic spread

This positioned LIDAH as more than a product — a journey, a craft, and a cultural story.

2. Influencers & UGC Creators — Social Proof at Scale

Dozens of creators across Europe showcased:

• The giveaway

• The Bali workshop

• How the instruments sound and feel

• The craftsmanship behind LIDAH

This mixture of influencer reach + relatable UGC created trust, authenticity, and native engagement.

3. Paid Ads — Meta & Google (Lookalike & Interest Scaling)

Paid acquisition was layered on top of organic momentum to scale what worked.

• Meta Ads using lookalike audiences based on:

  • Giveaway participants

  • Email subscribers

  • Purchasers

• Google Ads targeting high-intent search queries around handpans, sound healing, and meditation instruments

• Creative aligned with storytelling, craftsmanship, and calm emotional resonance rather than hard selling

Paid media was used to find more people like the most engaged users, not to brute-force conversions.

4. Email Flows — Country & Product-Interest Segmentation

All captured leads were routed into a highly segmented email ecosystem.

• Country-based flows to match:

  • Language

  • Shipping logic

  • Cultural tone

• Product-interest segmentation based on:

  • Handpans

  • Tongue drums

  • Sound healing / meditation use cases

Flows included:

• Giveaway follow-up and storytelling

• Education-driven product guidance

• Inner Circle access and pre-sale campaigns

• Post-purchase care, referrals, and long-term nurturing

This ensured relevance at scale and prevented one-size-fits-all messaging.

5. Inner Circle Pre-Sale — Exclusive Black Friday Access

Immediately after the giveaway ended, all leads received a private “Inner Circle” Black Friday access window, 48 hours before the public sale.

The flow delivered:

• High-intent segmentation

• Anticipation building through storytelling

• Early access urgency

• Strong alignment with the brand’s calm, personal tone

This ensured buyers arrived primed, emotionally connected, and ready to purchase.