Naod is a Swedish hiphop artist that started his career on stage before he even started to rap, but has since then only looked ahead. This year, Naod released the EP Baby Nine 3, which was a continuation of Naod’s Baby Nine concept as well as an album called Afronine.

The goal for these releases was to increase awareness of his music through engaging content on TikTok. To do so we decided to incorporate Naod’s other passion in life – soccer. It’s well known that Naod is a big soccer fan so this was a way to keep the campaign genuine from Naod’s side by mixing his two big interests.

The overall idea has been to activate influencers and content creators by facilitating an environment where they create genuine content that feels organic and in line with Naod as a person and an artist.

We did this by first organising a FIFA tournament where influencers were invited. On location they could create content with each other and together with Naod himself using the songs from the EP. They also joined the tournament, which was filmed and posted on TikTok, by Naod, in the order they were played so that fans of both Naod and the influencers could follow the tournament and see how it went for their favourite artist or influencer.

Although this was a physical event, the campaign itself was focused on increasing awareness across TikTok. It worked very efficiently gathering all these influencers in one spot and making a lot of content at the same time, particularly as Sweden is a small territory where these types of events within hip-hop quickly can garner a lot of attention. Everyone at the event also received goodie bags sponsored by Adidas and Urbanears, which also led to people posting on their social media accounts.

In September, we followed up the campaign by arranging a physical soccer tournament. We invited influencers to either play or to just watch the tournament and make content with Naod for TikTok. In order to also give back to the community, we invited kids from the neighbourhood that Naod grew up in. Naod posted videos from the event as well, which we pushed additionally through advertising.