To warm up Tinie’s algorithms ahead of a string of new releases in 2020 after being out of the game for three solid years (the release prior to this was his Youth project in 2017), re-generate receptiveness amongst media and the key gatekeepers within the industry, we reignited the momentum built around his Brit Award-winning single ‘Pass Out’ in 2010, to kick off his campaign. Ahead of Tinie’s first release of 2020, ‘Top Winners’ feat. Not3s, we delivered a comprehensive and engaging digital, social and experiential-based re-engagement strategy to celebrate the 10-year anniversary of the release of his debut single.

The main component of this strategy consisted of the creation of 50 bespoke packages that were seeded out to the key artists and industry tastemakers that contributed to the success of Tinie’s career over the years a week prior to the release.

All items were packaged into a safe with the combination code being the month and year when Pass Out was first released and was sprayed profusely with the nostalgic aroma of Versace Blue Jeans. This experiential-based activity took social media by storm and became a hot topic across socials. Posts were shared by the likes of Stormzy, Dave, Mo Gilligan, Maya Jama, Austin Daboh (formerly Spotify), Dotty (formerly BBC 1XTRA), Rob Bruce (Capital XTRA), Charlie Sloth, GRM Daily, Link Up TV, I’m Just Bait, Mixtape Madness as well as across the social media pages of all streaming platforms.

This then led us nicely into the first phase of the Tinie campaign with the release of street record ‘Top Winners’ feat. Not3s.

We wanted to connect mainly with Tinie’s core fanbase, whilst still maintaining visibility within the mainstream space, and mapped out a two-tier influencer engagement strategy.

We aimed to target both audiences to create bespoke content using the track as the soundbed: from dance choreography and meme content on key black music channels around poignant current affairs within the social landscape to fashion influencers ‘organically’ listening to the track in their day-to-day activities and a #DiddyBopChallenge TikTok campaign launched by commissioned influencers within the space. This led into the release of Tinie’s main international focus track of the year – ‘Whoppa’ feat. Sofia Reyes and Farina which on launch garnered 42 New Music Friday adds internationally (the most New Music Fridays Tinie has ever received for a release), over 3m video views and 4m combined streams in a week.

We wanted to focus marketing efforts on generating mass global appeal and created a global partnership with Burger King. This consisted of an in-store AR activation where, for a limited time, consumers could see a small Tinie perform ‘Whoppa on a Whopper’. This campaign rolled out in stores globally and generated over 150 pieces of coverage across trade and consumer press with a reach of 250m, and saw 7k uses of the AR coming from 54 different countries