Project Recap

The goal was to increase local brand awareness by launching a campaign based on XRay-Zae’s 2022 project, “A$$ WIPE”. Our ad campaign focused on delivering high-frequency exposure and implementing a strong social media content strategy to complement live shows. Through a targeted merchandising and live show campaigns, we increased Spotify streams by 222% and strengthened his local brand equity in Atlanta’s underground music scene, particularly in East Atlanta Village. This campaign lasted 24 months and targeted males 18 - 25, primarily at GSU. Our strategy effectively leveraged digital and grassroots marketing strategies to build long-term brand awareness and engagement.

Situational Analysis
XRay-Zae wanted to promote a new project to enhance brand awareness and consumer engagement on Spotify and in the local Atlanta market

Primary Strategy
Increase local brand awareness by utilizing XRay-Zae’s social media presence, merchandise, and high-performing local music venues to reach males 18 -24 interested in skateboarding and hip hop over two years.