Embracing the Afro-beats movement
Afro-beats has risen in popularity across the globe thanks to artists such as Wizkid, Tiwa Savage and our very own Mr Eazi. Fans of the genre are in their 20s and 30s making them a prime audience for a highly-focused social media album launch campaign.
Instagram to YouTube (and beyond)
With few Africans having Spotify or other streaming platforms, we decided to focus our main campaign towards Instagram teasers leading to YouTube, where full audio tracks could be consumed via a dedicated Lagos to London playlist.
Alongside this, our European campaign led fans to Spotify and Apple Music based off some highly targeted paid social media tactics. Across the campaign, we embraced Instagram Stories with a swipe up CTA as well as YouTube pre-rolls and an MTV UK takeover on Snapchat.
Local star to global superstar
In just over one month, our campaign content achieved 50m+ impressions, 19m+ video views and 548k link clicks. The album topped the charts in multiple African nations and to-date has achieved over 200m+ streams across all platforms.
Part of the campaign but separate from the main album launch, we also ran highly-targeted YouTube pre-rolls on the build-up to the video launch of Mr. Eazi’s 2nd single, 'Surrender'. Within 24hrs of going live on YouTube, the single had been viewed 1m times.