Aitch - Social Media Growth
A strategic social media campaign that transformed Aitch from a regional talent to a national star with international appeal, driving exceptional engagement and follower growth.
Client
Capitol Records UK
Timeline
6 Months
Services
Social Media Management, Content Creation
Year
2021
The Challenge
Aitch had established himself as a rising star in the UK rap scene, particularly in Manchester, but needed to expand his reach nationally and internationally. His social media presence lacked consistency and strategic direction, with content that didn't fully showcase his personality or connect with wider audiences beyond his core fanbase.
Our Approach
We developed a comprehensive social media strategy that maintained Aitch's authentic voice while broadening his appeal and creating more engaging, shareable content. Our approach included:
Platform-Specific Strategy
We created tailored content strategies for each platform, focusing on TikTok for viral moments, Instagram for lifestyle and behind-the-scenes content, and Twitter for direct fan engagement and cultural commentary.
Content Pillars
We established four content pillars: Music (promotional content), Lifestyle (fashion, travel), Manchester (hometown pride), and Humor (showcasing Aitch's personality). This framework ensured a balanced content mix that appealed to different audience segments.
Collaborative Content
We orchestrated strategic collaborations with influencers and other artists, creating content that introduced Aitch to new audiences. This included TikTok challenges, Instagram takeovers, and YouTube collaborations with popular creators.
Real-Time Engagement
We implemented a responsive community management approach, with Aitch directly engaging with fans and participating in trending conversations, strengthening the connection with his audience and increasing organic reach.
Data-Driven Optimization
We established a rigorous analytics framework to track performance across platforms, allowing us to continuously refine our approach based on audience response and engagement metrics.
Project Highlights
- 6-Month CampaignComprehensive social media overhaul
- 3.2M New FollowersAcross Instagram, TikTok, and Twitter
- 428% Engagement IncreaseAverage engagement rate improvement
- 2 Viral TikTok ChallengesOver 500M combined views
Behind-the-scenes from Aitch's "Straight Rhymez 2" video shoot
Results & Impact
New Followers
Engagement Increase
TikTok Challenge Views
International Audience Growth
The social media campaign for Aitch delivered exceptional results, transforming his digital presence and significantly expanding his audience. Over the six-month period, we achieved a 428% increase in average engagement rate across platforms and added over 3.2 million new followers.
Two TikTok challenges created as part of the campaign went viral, generating over 500 million combined views and introducing Aitch to entirely new audience segments. The campaign also successfully expanded his international reach, with a 62% increase in followers from the US, Europe, and Australia.
The enhanced social media presence directly impacted streaming numbers, with a 215% increase in monthly listeners on Spotify during the campaign period. The success of the social strategy also attracted partnership opportunities with major brands including Nike, JD Sports, and Spotify.
"RAA Media transformed our artist's social media presence completely. Their strategic approach not only grew the numbers but created genuine connections with fans that translated to real-world success."— Capitol Records UK, Digital Marketing Manager
