Turning four weeks of paid attention into meaningful listening.

InHaus built and managed a focused four-week Meta and TikTok advertising campaign for The Adults Are Talking, connecting the single's pop-punk attitude with relevant listeners and driving measurable Spotify discovery before extending the artist story into Mieliepop 2026.

Spotify campaignMeta advertisingTikTok advertisingCampaign strategyAudience targetingPerformance optimisationFestival amplification

Primary campaign media02

The Adults Are Talking / Mieliepop 2026

A focused Spotify-conversion campaign spanning four weeks of paid Meta and TikTok advertising, editorial validation and live festival momentum.

Client

Mila Smith

Turn social attention into intentional listening.

The Adults Are Talking needed more than broad exposure. The campaign had to find listeners who responded to Mila's sharper pop-punk direction, then give them a clear reason to move from a social impression to the song on Spotify.

The goal

Build a measurable Spotify conversion cycle.

InHaus shaped a focused four-week advertising cycle across Meta and TikTok—connecting campaign creative, audience targeting and ongoing optimisation to a single commercial outcome: meaningful plays for the release.

The result

65 036

Spotify plays

One month of paid Meta and TikTok advertising helped drive 65,036 verified Spotify plays for The Adults Are Talking during the campaign period.

4 weekspaid campaign cycle

Metaaudience advertising

TikTokdiscovery advertising

Spotify catalogue row showing The Adults Are Talking by Mila Smith with 65,036 plays — Verified Spotify catalogue snapshot

From stream to stage

A Saturday-night Main Stage milestone.

The campaign culminated in a confirmed Main Stage booking at Mieliepop 2026. Mila appeared at 18:15 on Saturday, 7 March, positioned in the early-evening programme between Brett Newski (USA) and Volk. The billing carried the release beyond paid discovery and streaming into one of South Africa's established multi-stage festival environments—giving the campaign a tangible live-performance milestone.

Saturday · Main Stage · 18:15

Official Mieliepop 2026 Saturday lineup showing Mila Smith on the Main Stage at 18:15 — Official programme detail · Saturday 18:15

Magnified programme listing: Mila Smith, Main Stage, 18:15 — Official programme detail · Saturday 18:15

02.01

Defining the conversion journey

The campaign connected Mila's direct pop-punk identity to a simple path: arrest attention on social, create curiosity, then move listeners to Spotify.

02.02

Running four weeks of paid social

Meta and TikTok advertising placed the single in front of aligned audiences, with campaign activity managed and refined across the month.

02.03

Converting discovery into streams

The paid-social media cycle supported 65K verified Spotify plays for The Adults Are Talking, making it one of her strongest-performing tracks.

02.04

Carrying momentum onto the stage

Mila's Mieliepop 2026 performance extended the campaign from digital discovery into a credible live festival setting.

02.05

Adding independent editorial proof

Coverage from EWN/CapeTalk and Emo Night placed Mila's evolving pop-punk direction in a wider cultural conversation, giving audiences credible context beyond the campaign creative.

02.06

Building a longer release runway

The four-week advertising cycle became more than a short spike: paid discovery, Spotify listening, editorial attention and festival visibility worked together to keep the release moving across multiple audience touchpoints.

Campaign evidence

Headlines, airwaves and broadcast moments.

InHaus built the campaign outward from the single—turning one release story into a connected run of editorial coverage, radio features, television appearances and live performance. Explore the proof points that moved the music from screen to airwaves to stage.

Artist profile