Project: Rap Caviar Day 1 Club (2020)

Position: Director, Influence & Communications, 2 Degrees

Role: Agency Lead, Creative Strategy, Influencer Engagement

The Rap Caviar Day 1 Club project was a digital experience where fans could use their Spotify data to showcase their early support for artists, and prove they were part of their ‘Day 1 Club’. As the project lead at 2 Degrees I oversaw the development and execution of influencer social content to support this campaign.

To support the launch, we built robust influencer plans to help create awareness across the hip-hop landscape. My role involved directing both the creative and logistical aspects of content creation, ensuring each piece aligned with the campaign’s core message. We worked with 18 influencers across Instagram, X, and TikTok.

We had talent participate from various categories - comedy, lifestyle, fashion, music, dance, and more - including Amber Wagner, Eva Apio, Kitty Cash, Reggie Couz, Yung BBQ, Anthony “Spice” Adams, D’Angelo Russell, DK Metcalf, Filayyyy, Lori Harvey, NaeNae Twins, Scottie Beam, Shiggy, Timothy DeLaGhetto, and Vanilla Trill.

Our activity resulted in 71M impressions, 100 social posts, 21k bitly link clicks and an average engagement rate of 18% per piece of content. The campaign also generated significant press coverage in key hip-hop outlets.