Taking WE ARE to album of the year
Turning a GRAMMY-nominated album into a cultural moment through influencer marketing, creative storytelling, and integrated campaign execution.
Client / Company: Jon Batiste | Verve Records
Results
- WE ARE won Album of the Year at the 64th Annual GRAMMY Awards in 2022, with Jon Batiste and the album earning five wins overall.
- 500x+ increase in Official Sound use for artist’s catalog on TikTok and Instagram.
- Helped execute a multi-channel campaign combining influencer marketing, creative content, brand partnerships, and coordinated release planning.
Goals
- Build awareness and momentum around WE ARE and its key singles.
- Support the For Your Consideration (FYC) campaign for the GRAMMY Awards.
- Extend the reach of “FREEDOM” through influencer partnerships, social-first creative, and coordinated promotional activations.
How I Did It
- Influencer strategy: Helped coordinate influencer activations across TikTok, Instagram, and YouTube, including a movement-based TikTok concept inspired by the “FREEDOM” music video.
- Creative storytelling: Brought the campaign to life through a coordinated rollout of teasers, music video premieres, lyric videos, reaction content, fan participation, live streaming events, and social-first experiences.
- Project management: Managed campaign assets, timelines, and cross-channel deliverables to align artist, label, influencer, and brand partner activity around key release moments.
- Brand partnerships: Supported integrated activations with COACH and other campaign partners, extending the music video rollout across creator content, social posts, and promotional channels.