WMG global priority artist Jack Harlow generated a lot of noise in 2021, having the hottest year of his career with a gold-certified debut album and grabbing his first #1 single with ‘Industry Baby’ along with Lil Nas X.
Jack was ready to release a new single in August. We needed something to connect the dots and share the “rise of Jack Harlow” to both newly acquired fans and potential new fans inside our target audiences. Who better to tell the story than WMG’s owned and operated brand, HipHopDX?
WMG’s Global Marketing partnered with WEA US/HipHopDX to create bespoke content for Jack, designed for TikTok but in a long-form format; a storytelling piece that remained authentic to the platform in a quick-fire way. The content took fans back in time, showcasing Jack’s early years in high-school and how his flow changed over the years to become the artist he is today and highlighting the impact he made in the past year.
As HipHopDX were rolling out globally with local channels, we took the time to localise this story-telling content for every market with local voiceovers, subtitles and post copy for the TikTok post that felt authentic to the genre – but, importantly, the genre within local culture.
Authenticity was crucial throughout this campaign; across TikTok, the rap/ hip-hop community and the content itself to be advertising friendly. The content was localised and rolled out across 13 countries covering Asia, Latin America, Europe and North America.
Once the content was live, advertising began.
We amassed 12.7m impressions and 11.8m video views, with 1.9m watching for longer than 10 seconds – crushing our average watch time benchmark by +177%, which is often a task on TikTok with the short attention time from each user.
During this advertising window, we also saw a major 55% uplift in UGC creations in Asia for the used TikTok sound.
We also drove 41,000 users who clicked to listen to Jack’s latest single.
We strongly believe that localising the content helped with these great results, making Jack Harlow feel more local, authentic and relatable.
Aside from profiling and awareness for Jack Harlow, we significantly expanded our local HHDX channels around the world, pulling in a combined 164,000 followers across the 13 channels.
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