Theophilus  London 

Bebey Album

Digital Marketing Strategy Lead — Theophilus London (Independent Co.)

Coming off a long hiatus, Theophilus London needed a campaign that would re-engage his existing fanbase while reaching a new, culturally relevant audience. I led the full digital marketing strategy, built around his crossover appeal between music and fashion.

The campaign's anchor was a collaboration with Off-White™ — a six-piece capsule collection merging Theophilus's creative identity with Virgil Abloh's aesthetic, positioning the return as a cultural moment rather than just a release. Around it, we built strategic partnerships with creators from his world, worked alongside high-profile collaborators including Tame Impala and Lil Yachty and ran a targeted gifting strategy to influential figures — including Rihanna, who amplified the campaign by reposting to her Instagram.



On the community side, I secured an official HipHopHeads AMA on Reddit that drew 300+ comments and was 98% upvoted, reconnecting him directly with the core hip-hop audience.

The results: 1M+ impressions across IG, FB, and Snapchat ads, 3M+ total impressions across digital advertising, 100K+ views on the "Pretty" music video, a BBC Radio 1 Hottest Track designation, and 150M+ streams across platforms.