BIBI HQ Social Media Campaign
A conceptual campaign reimagining how global fandom & brand storytelling intersect through a community-driven social media page.
Timeline: 7 weeks (2025)
Tools: Adobe Illustrator, Canva, Google Sheets
Role: Social Media Strategist & Designer
Project Type: Conceptual Social Media Campaign Development
Client: (Self-Initiated) Concept for BIBI
BIBI is a rising South Korean artist known for her bold visuals, genre-blending music, and distinct creative identity. While she’s active across Instagram, TikTok, Twitter, and YouTube under @nakedbibi, there’s still untapped potential to expand her global reach.
This campaign introduces @bibihq, a fan-facing “headquarters” account designed as an extension of BIBI’s brand. Inspired by HQ accounts from artists like Tate McRae, Jennie, and Olivia Rodrigo, it serves as a centralized hub for tour content, behind-the-scenes moments, and real-time fan engagement, fostering community & connection.
With BIBI currently on tour, this is a pivotal opportunity to unify her international fanbase and strengthen her digital presence. The campaign demonstrates how strategic platform use, consistent content planning, and fan-first storytelling can enhance engagement and elevate BIBI’s global impact.
After seeing her live in Seoul, it was clear that BIBI’s artistry and energy transcend borders as she embodies the next global “it-girl”: captivating, iconic, and unforgettable.
Overview
Research & Current Audit
BIBI maintains an established presence across four major platforms: Instagram, TikTok, Twitter/X, and YouTube, yet her overall digital strategy lacks cohesion. While each channel contributes to her online presence, they vary widely in tone, activity, and audience engagement.
Instagram: Over 3M followers, her most active and consistent platform with 3-5 weekly posts blending polished visuals with casual, behind-the-scenes moments. Engagement is strong through likes, views, and comments.
TikTok: Nearly 1M followers but currently underutilized. Once casual and fun, it’s shifted to more project-based content with 0–1 posts per week.
Twitter/X: 118K followers; used infrequently for professional updates with minimal fan interaction.
YouTube: 1.5M subscribers and a curated feed of official content, primarily music videos, but missing a personal, approachable tone.
While BIBI maintains a strong presence across major platforms, her current strategy remains fragmented, limiting real-time engagement, fan participation, and the sense of community essential for sustaining long-term global growth.
Opportunities
The @bibihq campaign addresses these gaps by creating a cohesive, fan-first ecosystem that unifies content and engagement across platforms. Acting as a digital headquarters, @bibihq blends official updates with community storytelling, bringing consistency, interactivity, and accessibility to BIBI’s digital brand.
Key opportunities include:
Transforming passive followers into active contributors through user-generated content and interactive series.
Leveraging each platform’s strengths: Instagram for storytelling, X for conversation, and TikTok for viral reach.
Building a digital fan club experience that complements @nakedbibi, strengthening loyalty and expanding BIBI’s global impact.
Ultimately, @bibihq bridges the gap between BIBI’s artistry and her fans, creating a unified, interactive, and fan-powered community that amplifies her voice and global presence.
The creative direction of @bibihq draws from the energy of BIBI’s tour: bold, playful, and effortlessly cool. Designed as a digital fan club, it gives fans access to BTS content and authentic community interaction through a witty, fan-coded tone and a cohesive, tour-inspired aesthetic.
The content strategy centers on storytelling, interaction, and real-time engagement across Instagram, TikTok, and Twitter/X. Posts mix curated visuals and user-generated content, supported by strategic hashtags (#BIBI #BIBIHQ #BIBITour) and location tags for localized reach. Weekly themes such as Song + Fan Shoutout, GRWM clips, and tour recaps provide variety and spontaneity, while credited fan reposts encourage authenticity and participation.
The three main goals are to strengthen fan community, boost brand awareness and encourage UGC.
The Content Calendars showcase how this strategy translates across platforms, highlighting consistency, creativity, and community at the core of @bibihq!
Campaign Concept
Each platform works together to create a cohesive fan experience:
Instagram (Daily): Acts as the anchor for reels, carousels, and stories, including polls and DM-exclusive updates.
Twitter/X (3–5 weekly): Encourages real-time conversation through memes, polls, and live-tweeting concert moments.
TikTok (3–5 weekly): Drives discoverability and viral potential with trends, short-form clips, and fan edits.
This tiered schedule ensures a balance between curated storytelling, quick fan reactions, and trend-based reach. Engagement is sustained through daily interactions in comments, tags, and DMs, while branded hashtags like #BIBIHQ and #BIBITour foster participation and track campaign growth. Long-term, @bibihq will evolve through fan collaborations, giveaways, and micro-influencer partnerships to continually expand BIBI’s global presence.
#BIBIHQ and #BIBITour track participation. Long-term plans include fan collaborations, giveaways, and micro-influencer partnerships to maintain excitement and expand BIBI’s global presence.
Platform & Engagement Strategy
Reflection
The success of the @bibihq campaign will be measured through clear Key Performance Indicators (KPIs) aligned with its SMART goals:
Community Engagement: Increase likes, comments, shares, and story interactions by 30%, reflecting a deeper connection with fans and a thriving, interactive community.
Audience Growth: Reach 30K followers within the first three months by leveraging Reels, trending TikToks, and Twitter/X threads to drive consistent visibility and engagement.
User-Generated Content Participation: Feature at least three fan submissions per week while tracking hashtag usage, mentions, and UGC tags to assess participation and authenticity.
These metrics will be reviewed weekly using platform analytics to identify top-performing content and adjust strategy in real time while maintaining consistency. Regular monitoring will ensure @bibihq stays aligned with audience interests and engagement trends.
The BIBI HQ campaign highlights how fandom and strategy intersect to create meaningful engagement. By blending creative storytelling with data-driven insights, it demonstrates how artist branding can expand through community participation.
Through this project, I refined my skills in campaign design, content planning, and social-first storytelling, crafting a fan-powered vision that mirrors the kind of creative strategy I aim to pursue within music and entertainment marketing.
Focusing beyong individual platform performance, this campaign aims to drive cross-promotion with BIBI’s main account, @nakedbibi, through tagged content, reposted videos, and shared updates. The fan-first tone and authentic storytelling of @bibihq amplify BIBI’s overall brand presence and strengthen loyalty among her growing global fanbase.