Apple Music
What would an album promotion campaign look like using BuzzFeed’s trademarked “listicle” format and zeitgeist-y tone? Ahead of Apple Music releasing Drake’s More Life Mixtape, I created and led an extensive sponsored content campaign to not only make Drake fans aware of the new work, but to attract new music fans to Apple Music. Through a series of posts ranging from editorial listicles to quizzes, we created 16 pieces of content, even developing a new music curation format to highlight Apple Music playlists. For this project, I lead a team of five junior to senior-level creative team members at BuzzFeed, overseeing editing, copywriting, image sourcing, and approvals. Overall the campaign was a success, with the Apple Music team we worked with reporting a noticeable increase in actual service sign-ups through its duration.