What was the $nollerfoon?

After the success of our campaign for Mr. Polska’s stint on Expeditie Robinson, we faced a new challenge: promoting his upcoming album, $noller, and retaining the influx of new fans. We needed an innovative approach, so I devised a drip marketing strategy using WhatsApp in an unconventional way.

What’s Drip Marketing?

Drip marketing involves sending a series of pre-written messages to customers over time, aiming to keep the audience engaged and informed. It’s like watering plants gradually to help them grow—here, we’re nurturing fan interest with regular, bite-sized updates.

The Birth of the $nollerfoon

Back then, WhatsApp Business and automation tools weren’t as prevalent as they are today. To bring our idea to life, we assembled:

• An old iPhone 5s
• A burner SIM card
• A fresh WhatsApp account

We dubbed this setup the “$nollerfoon.” Our plan was to roll it out through Mr. Polska’s most passionate fans, creating an exclusive channel for album updates and behind-the-scenes content.

The Plan Takes Off

However, Mr. Polska’s manager decided to amplify the reach by mentioning the $nollerfoon in the captions of the “Ravotten (ft. Ronnie Flex)” music video. The response was overwhelming; we received nearly 5,000 messages that same night. The iPhone couldn’t handle the influx, and WhatsApp kept crashing.

Becoming Mr. Polska

To manage the chaos, I took on the role of Mr. Polska, responding to fans’ messages personally. I manually assigned numbers to each contact and created broadcast lists to send exclusive content—song snippets, videos, and tour updates—to groups of up to 100 fans at a time. This approach not only built anticipation for the album but also fostered a sense of community among fans.

Keeping It Real

Fans often questioned the authenticity of the messages. To maintain the illusion, I’d text Dominik (Mr. Polska) for real-time photos of his activities and forward them to fans. This personal touch convinced them they were interacting directly with their idol.

Some examples of video’s

The Outcome

This hands-on, personalized approach allowed Dominik to focus on his music and performances while keeping fans engaged and satisfied. The $nollerfoon became a unique promotional tool that not only hyped the album release but also strengthened the bond between Mr. Polska and his fanbase.

In an era before automated messaging tools, this project showcased the power of creativity and direct fan engagement in music promotion.