2021 has been dominated by Griff. She reached the top 5 of the BBC Sound Poll and her momentum continued when won the BRITs Rising Star award.

The BRITs was a career-defining moment for Griff, vital for the single ‘Black Hole’ and her debut mixtape, One Foot In The Front Of The Other. The team capitalised on the huge media attention and translated that into a fanbase. Our strategy was to plan an unmissable takeover of Griff across social media throughout the year, with particular focus on TikTok and YouTube.

Our #AgainstTheClock series was a hero tentpole moment which engaged audiences across each of these platforms. On YouTube, the focus was on collaborations with artists including Alfie Templeman, Bastille, Maisie Peters, SG Lewis and Nina Nesbitt. Their challenge was to recreate and then perform a popular song within an hour. It successfully introduced Griff to a much broader audience, especially when Taylor Swift praised Griff and Maisie Peter’s cover of ‘Exile’. Griff later met Taylor at the BRITs, the photo of them together becoming Griff’s most engaged with post ever on Instagram.

We complemented our content by collaborating with TikTok to create an #AgainstTheClock feature on their Discover page that received its own challenge hub. This expanded the challenge to fans who submitted everything from cleaning, ASMR to makeup tutorials, all featuring ‘Black Hole’ as a soundbed.

For our ‘One Night’ rollout, Griff built anticipation with a longer pre-release TikTok campaign, generating momentum with 14 videos ahead of launch. These pieces of content tapped into the message and meaning behind the track, resulting in tens of thousands of presaves and 11m views. On YouTube, we engaged with Community and Shorts to ensure we were always engaging with subscribers. This strategy resulted in Griff’s first ever week one charting single.

We had a total of 44 videos to support ‘Black Hole’ and the mixtape on YouTube to support the algorithm, including official videos, behind-the-scenes footage, live performances and more. Griff’s direction on design and creative holistically across the campaign were cornerstones in creating content for an authentic fan connection. We also translated video content to supplement her South Korean audience.