Brand Partnerships & Campaigns
I've completed over 150+ campaigns for record labels, artist managers, and brands.
TikTok Analytics
MICHELLE (case study 1)
The challenge:
The client's brief wanted to gain awareness and traction for the band MICHELLE. They specifically wanted to capitalize on the "gay pop" trend that was going around at the time.
The strategy:
I choose to compare the band to an already popular "gay pop icon", and really lean into the "gay pop" trend and terminology being used online.
The execution:
A talking to camera piece with a clip of the song requested by the client.
Why it worked:
I utilized both a verbal hook "in the golden era of gay pop" and an on-screen hook (through the use of captions) which immediately grabbed the attention of the audience I was looking for - gay girlies and guys who love gay icons and agree that we're in the golden era. I then compared the band to an artist everyone already recognizes - Chappel Roan, which solidified where this band should fit within my audiences mental framework. Lastly, my willingness to "bet" or "call" that they will blow up positions myself as a person of authority and one who can be trusted.
Results:
Gained 831 followers in 21 days, 130k views, 20.9% engagement rate, 212 comments, 21.8k likes, 4,580 saves, and 1,497 shares.
My Role:
Client communication, strategy, research, concept, script, production, editing, publishing, community engagement
