BURNA BOY "LAST LAST"

Assisted in the digital marketing campaign for Burna Boy’s viral hit "Last Last," driving widespread engagement and recognition.

Led a successful TikTok campaign that grew the video’s sound to over 200K user-created videos, significantly boosting its viral reach.

Strategically merged Nigerian and U.S. fan bases, focusing on expanding the track’s presence in the USA by collaborating with athletes and streamers.

Managed the promotion of the song on all social platforms

DIGITAL STRATEGY

INSIGHT (WHY)

Explaining the meaning of the hook:

“chop breakfast” = get heartbroken

"igbo & shayo" = weed and drink

This made the moment more shareable and more relatable

Nostalgia: Toni Braxton’s “He Wasn’t Man Enough” 2000s R&B memory for Millennials/older Gen Z, widening U.S./UK appeal

Strategy/Execution

Position “Last Last” as the global break-up song online.
Lean into the Toni Braxton sample through Instagram seeding to rnb and culture blogs
TikTok Influencer seeding using breakup related captions and also shouting out the sticky catchy part of the song
Reposted UGC to Burna's socials to further expand the content

Eg. https://www.tiktok.com/@2upmuse/video/7116688782891420970?is_from_webapp=1&sender_device=pc&web_id=7536982807558669838

Results

Garnered over 10 million views across TikTok, IG, Twitter and shorts
"Last Last" is #2 on the list of most viewed music videos by Burna Boy
Trending top 10 even after a week of release