Scope
Campaign Strategy | Content Strategy | Creative Direction | Social Media Design | Merchandise Design | Marketing Automation
“No Phone Calls” is an R&B/Soul single centered around the simple pleasures of staying home, unwinding, and disconnecting after a long day. The initial challenge was finding the positioning that would most strongly connect the song with its intended audience.
While the release was first marketed around themes of self-care, I identified an opportunity to reposition the song around the homebody lifestyle. Using an existing clip from the visual, I paired the content with a relatable headline that leaned into that identity and repurposed it for social media.
The content went viral, establishing “No Phone Calls” as a homebody anthem and creating an opportunity to build on the audience response.
After the song reached 200,000 streams, I extended the campaign with a milestone photoshoot and a Homebody merchandise release, turning the emerging audience identity into a larger creative campaign.
To support the launch, I used ManyChat to automate purchase links for fans who commented "DROP," creating a direct path from social engagement to purchase.
Independently developed and executed, the campaign helped “No Phone Calls” generate more than 500,000 streams across platforms and earn placements on more than 250 playlists.
