Super Duper Kyle

Album Marketing

Digital Marketing Strategy Lead — KYLE (Super Duper Kyle), It's Not So Bad (Independent Company)

I led the digital marketing strategy for KYLE's album rollout for It's Not So Bad, combining paid media, creative AR, and platform-native content strategy across the campaign.

On the paid side, I built and managed ad campaigns across Meta, TikTok, and YouTube, structuring the strategy in layers: awareness creative to reach new listeners, retargeting flows re-engaging past fans, video viewers, and previous engagers, and conversion-focused ads pushing streams and saves. KYLE's existing fanbase was a major asset, so remarketing to fans from previous album cycles was central to the approach.

This ran alongside a TikTok and social content strategy built around the album's playful, optimistic world — leaning into the platform-native, personality-forward content KYLE's audience responds to rather than traditional promo assets.

The creative centerpiece: we wanted fans to be able to wear the fantasy pink irises KYLE wears in the album artwork, so I commissioned anAR artist to design a custom filter for his Instagram, which has earned over 1 million views and usages.

The album has surpassed 11M+ streams on Spotify, and the "Unreplaceable" video sits at over 1.2 million views (seen here).