Skepta x Chip x Young Adz - Insomnia (Album)

Consultancy / Social media management / Content production

THE CHALLENGE

Music distribution service ADA were set to release the independent album “Insomnia”; the debut collaborative project between Skepta, Chip and Young Adz.

Forward Slash was commissioned to develop a social media strategy that would ensure maximum exposure and engagement with the target audience pre- and post-release, for a project that remained secret for the duration of the recording process.

our STRATEGY + WORK

Given the schedule of a five day lead time between the album announcement and release, Forward Slash’s strategy focused on leveraging the artists’ social media reach by capitalising on the ‘surprise’ element of the initial announcement with (seemingly) sporadic but consistent engagement with fans, along with the constant (surprise) release of album-related content.

Owing to the rapid development of the COVID-19 pandemic, a number of key campaign activations were cancelled, and the original social strategy was modified to adapt to this and ensure delivery on the campaign objectives.

Our work included ideation, best practice guidance, social media management; devising content calendars and social media schedules across the campaign timeline, consulting; with ADA, artists’ teams and social platforms on content publishing and rollout, liaising with in-house designers on social media creative, creating a suite of bespoke GIF stickers for upload into GIPHY and for use on Instagram Stories.