Imogen Heap ‘Headlock’

I spearheaded a dynamic 17-week paid media campaign to revive Imogen Heap’s iconic 2005 single, “Headlock,” across major digital platforms including Facebook, Instagram, TikTok, YouTube, and Spotify. This campaign leveraged the significant viral buzz generated by the psychological horror game "Mouthwashing," which sparked a TikTok phenomenon with over 170,000 user-generated videos.

Working closely with Imogen Heap and the NWS Music Group team, our strategy focused on targeted efforts in key international markets—Australia, France, Germany, Malaysia, the Philippines, Sweden, the UK, and the US. Our goal was to significantly increase global exposure and listener engagement, utilizing tailored content, bumper pages, targeted ads, and user-generated content optimized uniquely for each platform's strengths and audience characteristics.

The campaign surpassed expectations, delivering impressive results with more than 150 million global streams. "Headlock" notably re-entered the UK Singles Chart, achieving a peak position of #30, and earned Imogen Heap her first-ever appearance on the Billboard Hot 100, debuting at #100. Additionally, the track reached the Spotify Viral 50 charts across 58 different markets, highlighting its widespread appeal and renewed global resonance.

These outcomes demonstrate the effectiveness of a customized, platform-specific paid media approach in reintroducing classic tracks to contemporary audiences and driving substantial international success.

Client: Imogen Heap and NWS Music Group

Sector: Music

Discipline: Paid Media Strategy, Paid Media Management

Partner: Create The Culture