Context
Benny Pough spent a career as a label executive — the person behind the artist, not in front of the camera. With his first book on the way, he needed an audience that knew his voice and story, not just his résumé.
Challenge
Executives are used to being quoted, not filmed. The launch needed him showing up consistently in video — the format that actually drives reach — inside a short pre-launch window, without it feeling forced or off-brand for someone at his level.
Strategy
- Video-first, executive-appropriate. Formats that traded on his authority and access rather than trend-chasing.
- Warm up the on-camera muscle early. Get reps in before launch week so the delivery was natural when it mattered.
- Two-way, not broadcast. Treat the platform as a conversation — replies, questions, discussion in the comments — so engagement compounded.
- Paid support with intent. A targeted ad budget aimed at the specific demographics and interests most likely to preorder.
Execution
- Developed and ran a video-focused content calendar built around the book’s themes and his career stories.
- Coached and directed on-camera delivery, moving him from static posts to consistent video.
- Managed community response — comments, questions, discussion — to keep the audience active around each post.
- Built and ran a paid ads budget targeting priority segments in the run-up to release.
Results
- +73% increase in engagement across the account.
- 4,673 new followers gained during the campaign.
- 150+ book preorders in the first two months.
- Coverage in Black Enterprise, Trapital and Brunswick Review, plus new speaking opportunities off the back of the raised profile.