Headie One - Digital Strategy
An innovative digital marketing strategy for Headie One's "Edna" album that leveraged emerging platforms and technologies to connect with Gen Z audiences and establish him as a UK drill pioneer.
Client
Relentless Records / Sony Music
Timeline
5 Months
Services
Digital Strategy, Platform Innovation, Data Analytics
Year
2020
The Challenge
Headie One was preparing to release his debut studio album "Edna" after a series of successful mixtapes. The challenge was to create a digital strategy that would position him as more than just a drill artist, but as a versatile musician with mainstream appeal, while still maintaining his authenticity and core fanbase. Additionally, the campaign needed to navigate the challenges of launching during the COVID-19 pandemic, when traditional marketing channels were limited.
Our Approach
We developed a digital-first strategy that leveraged emerging platforms and technologies to create innovative touchpoints with fans. Our approach focused on data-driven decision making and platform innovation to reach Gen Z audiences where they were most engaged. Our approach included:
Platform Innovation
We identified emerging platforms with high engagement among Headie's target demographic and developed platform-specific strategies. This included being one of the first UK artists to leverage TikTok's newly launched artist promotion tools and creating custom AR filters for Instagram and Snapchat that generated over 2 million impressions.
Virtual Experience
With physical events impossible due to COVID-19 restrictions, we created a virtual album experience using WebGL technology. The immersive 3D environment allowed fans to explore the themes and stories behind "Edna," with interactive elements that unlocked exclusive content and merchandise opportunities.
Influencer Ecosystem
Rather than traditional influencer marketing, we developed an ecosystem approach that identified micro-influencers across different interest communities. This strategy created authentic touchpoints with diverse audience segments, from fashion and gaming to football and comedy.
Data-Driven Optimization
We implemented a comprehensive data infrastructure that allowed for real-time campaign optimization. By analyzing engagement patterns across platforms, we could quickly shift resources to the most effective channels and content types, maximizing ROI throughout the campaign.
Digital-to-Physical Integration
Despite the digital focus, we created innovative ways to bridge the digital and physical worlds. This included location-based AR experiences in key London neighborhoods and QR-enabled street art that unlocked exclusive content when scanned.
Project Highlights
- 5-Month CampaignComprehensive digital strategy
- #1 UK AlbumFirst UK drill artist to achieve #1
- 120M+ StreamsFirst month streaming numbers
- 2.8M AR Filter UsesAcross Instagram and Snapchat
Large-scale urban projection for Headie One's "Edna" album in London
Results & Impact
UK Albums Chart
First Month Streams
New Audience Growth
Virtual Experience Users
The digital strategy for "Edna" delivered exceptional results, making Headie One the first UK drill artist to achieve a #1 album on the UK Albums Chart. The album generated over 120 million streams in its first month, with particularly strong performance on platforms like Spotify and Apple Music.
The innovative approach to digital marketing successfully expanded Headie's audience beyond his core fanbase, with data showing 38% of album streams coming from listeners who had not previously engaged with his music. The campaign was particularly successful in reaching mainstream audiences while maintaining credibility with his core drill fanbase.
The virtual album experience attracted over 350,000 unique users, with an average engagement time of 12 minutes – significantly higher than industry benchmarks for digital marketing experiences. The experience also drove substantial merchandise sales, with 22% of users making a purchase.
The AR filters created for the campaign generated over 2.8 million uses across Instagram and Snapchat, creating organic visibility and engagement. The location-based AR experiences in London neighborhoods received press coverage from major publications including Complex, GRM Daily, and The Face.
"RAA Media's digital strategy for 'Edna' set a new benchmark for album campaigns in the UK urban scene. Their innovative approach not only delivered commercial success but positioned Headie as a pioneer in the digital space."— Relentless Records, Marketing Director
