RAMZ: DIGITAL MARKETING CAMPAIGN

BRIEF:

We approached to create an innovative digital marketing campaign in support of UK rap artist Ramz on the launch of his latest single ‘Nella’ via Polydor Records. Ramz, who was a nominee at the 2019 Brit Awards, is most renowned for his 2018 debut single ‘Barking’, which stormed the UK Official Singles Chart, peaking at number 2 before going Platinum with over 600,000 sales and 73M views on YouTube. Ramz has since released his single ‘Family Tree’ which went silver and boasts over 2M monthly listeners on Spotify. We devised a guerrilla marketing strategy to promote the song further. We met with Ramz and travelled in style to Central London where we connected with fans, who tested the QR code on the chocolate bars we gave out. All was live streamed and captured for the video and social media content we produced. 

CREATIVE:

We created an interactive experience to be the key element of the campaign in order to promote the client’s new single in an innovative way. From ideation to execution, we designed a premium bespoke chocolate bar ‘Nella’ with a QR code, enabling people to seamlessly stream the song through scanning the code with their smartphone, which led them straight to Spotify. With the aim to spark a social media buzz we created luxury influencer custom packages containing the following:

·      ‘Nella’ Chocolate Bars 

·      Wray & Nephew Drinks

·      Asili Gold Body Butter

·      Asili Gold Lip Balm

·      Kmbael Bag and Earrings – In Support of Black Female Owned Business 

 These were gifted to high-profile personalities such as Michael Dapaah, BBC 1Xtra Snoochie Shy, Love Island Jourdan Riane and Capital XTRA Yinka Bokinni, each containing a personalised handwritten message from Ramz himself and posted on their social media stories. 

IMAPCT:

 Social Media Reach: 3M across Instagram