Role: Creative Direction

I developed the TrapSoul Karaoke concept as a social media initiative to promote the Broccoli City Festival and engage fans by offering them a chance to meet Bryson Tiller. The campaign invited fans to post karaoke-style videos of themselves performing their favorite Bryson Tiller tracks on TikTok with the hashtag #TrapSoulKaraoke. The best performances won the opportunity to perform live karaoke with Bryson Tiller at the festival, creating a unique incentive to attend and participate.

Results:

• TikTok Participation: Over 10,000 fans participated in the competition using the #TrapSoulKaraoke hashtag.

• User-Generated Content (UGC): Hundreds of UGC videos were posted, amplifying the campaign’s reach.

• Views: The hashtag achieved 15 million+ views on TikTok, increasing excitement around the festival.

• Festival Ticket Sales: Contributed to a 20% increase in ticket sales as fans engaged with the campaign.

• Social Media Impressions: The campaign generated 3 million+ impressions across TikTok, Instagram, and Twitter.

• Engagement: Boosted fan engagement by 40% on Bryson Tiller’s and Broccoli City’s social media channels.