With the release of his long awaited album 'Edna' we designed a strategy to amplify the album launch and cut through the chatter amongst relevant Instagram communities to tease the launch of the album, drive mass awareness and engagement in the album even before it’s launch.
In a market where music consumption is dominated by singles, algorithmically suggested and passively streamed in playlists, we needed to create hype and genuine excitement for Headie One’s album launch.
We created a total of 20 pieces of content showcasing featured artists on the album, unreleased music and clips from upcoming music videos.
We identified the leading tastemaker community accounts for the genre on Instagram to publish content throughout the week before the album launch.
Across the week we scheduled a combination of feed, story and story poll posts, driving views, engagements and swipe-ups.
The campaign strategy comprised of two phases. The pre-release hype and awareness part using humorous content and engagement focused gifs. And after the release the album trailer posts as well as Instagram story polls to engage audiences to listen to the album.