DIGITAL CAMPAIGN CONCEPT FOR 'SUGAR GIRL' EP
Creative marketing proposal developed in response to a live recruitment brief.
Sugar Girl is a digital campaign concept created in response to a creative marketing brief for Little Simz's EP release. The project explores how social-first content, platform trends, and audience engagement can be combined to create a campaign that feels authentic to both the artist and her audience.
PROJECT BRIEF
Develop a digital marketing campaign for Little Simz's Sugar Girl EP, creating engaging content that builds anticipation, encourages audience interaction and extends the life of the project across social platforms.
CONTENT PROPOSAL - INTERACTIVE CAMPAIGN MOCKUP
CONCEPT:
Interactive carousel inspired by nostalgic magazine personality quizzes. Users answer a series of questions by swiping through the slides to reveal which track from Sugar Girl best matches their personality.
PURPOSE:
- Increases engagement through swipeable content
- Encourages interaction — saves and shares
- Helps generate conversation as users discuss their results and compare with other fans
- Promotes all songs on the EP, with the potential to include an unreleased track and pre-save option
FORMAT:
Ideal platform would be an Instagram carousel, with the potential to be adapted to TikTok or an Instagram Story poll.
CONTENT PROPOSAL - ARTIST-LED CONTENT
CONCEPT:
A short form series where Little Simz rates some of her favourite, funniest, or most unexpected lyrics from Sugar Girl.
- Lyrics are presented on screen
- Little Simz reacts and gives them a rating out of 10
- She explains the meaning and story behind the lyrics
- Repeat for 3–4 different lyrics
PURPOSE:
Give fans a more personal way into the lyrics while creating native, personality-led content that encourages comments and sharing.
FORMAT:
Instagram reels/tiktoks, 15-30 seconds, 2-4 lyrics per video, artist-led
CONTENT PRODUCTION - SHORT FORM VIDEO ASSETS
CONCEPT:
- Fast-paced promotional edit
- Bold typography
- Beat synchronised editing
- Short duration and attention grabbing with the intention to build excitement
PLATFORM / USAGE:
Ideal for Tiktok and Instagram Reels as quick pacing allows for repeat viewing, and strong visuals increase retention.
Meta Ad, artist’s socials, campaign teaser.
CONCEPT:
- Uses Spotify as a familiar interface to hook viewers
- Recreates the experience of discovering the EP on Spotify
- A brief preview of each track encouraging listeners to listen in full
PLATFORM / USAGE:
Ideal for Reels, Tiktok, or Youtube Shorts as it is music led content.
Paid Meta Ads, accounts such as Spotify, fan accounts.
CONTENT PRODUCTION - STATIC SOCIAL ASSET
CONCEPT:
A striking still from the campaign, combined with bold typography and a clear CTA to drive streams amoung new audiences. A simple and effective asset.
PURPOSE:
- A flexible campaign asset designed to announce and promote the EP.
- Key branding makes it instantly recognisable in-feed and easy to adapt across organic and paid content.
- Used to target users who follow similar artists or engage with similar music genres.
FORMAT:
Paid Meta ADs (Instagram & Facebook), Little Simz sponsored posts, Music publication social accounts e.g. Dazed, NME
CAMPAIGN OPTIMISATION
The campaign was developed with platform behaviour and performance in mind, considering how each asset could be adapted across organic, paid, and artist-led channels.
[01] - PLATFORM STRATEGY
TIKTOK + INSTAGRAM REELS
Short-form video content designed for discovery, retention and repeat viewing.
Interactive carousels and static assets designed to encourage saves, shares and conversation.
YOUTUBE SHORTS
Music-led short-form content that extends the campaign beyond Instagram and TikTok.
PAID SOCIAL
Selected assets adapted for targeted Meta advertising to reach new audiences and drive streams.
INSTAGRAM FEED MOCKUP
[02] - CONTENT DISTRIBUTION
Organic content to build authentic engagement, while paid media extends the reach of the strongest-performing assets to new audiences.
ORGANIC
Artist-Led Content · TikTok / Instagram Reels · Interactive Carousels · BTS Content · Fan Participation
PAID
Amplify Strongest Performing Content · Target Relevant New Audiences · Retarget Engaged Users
[03] - OPTIMISATION
LOW WATCH TIME ?
Strengthen the opening hook → Lead with the strongest footage → Add on-screen text
LOW ENGAGEMENT ?
Test a stronger CTA → Introduce interactive elements → Encourage comments and shares
HIGH PERFORMER ?
Put paid spend behind it → Adapt for another platform → Develop variations of the format