RICO NASTY’S NASTY VALENTINE’S
OUR WORK
THE CHALLENGE
With Valentine’s Day approaching, the goal was to generate buzz around punk-rap star Rico Nasty's new merch offerings while building anticipation for future product drops. The challenge was to create a campaign that not only showcased the new Cult of Cunts t-shirt but also reinvigorated interest in older merch items—all while centering Rico’s personality and unique brand identity to drive fan engagement and excitement.THE SOLUTION
We wanted to bring a Valentine’s Day campaign to life that broke away from the typical sweet and sentimental mold. Inspired by Rico’s edgy persona—something her fans know and love—Glen & Haze developed the strategy and merch concept, tapping into the raw, bold energy of one of her Instagram photos.Leading both strategy and creative direction, we concepted a multi-touchpoint marketing campaign that showcased the Cult of Cunts t-shirt while reinvigorating excitement around older merch items. The campaign came to life across social media with bold visuals and engaging content, email marketing to drive urgency and awareness, sweepstakes to deepen fan engagement, and fan pages and press to amplify visibility across broader audiences.This cohesive and dynamic approach not only spotlighted the new merch drop but also breathed new life into Rico’s existing offerings, energizing her fanbase and building anticipation for what’s to come.THE OUTCOME
Sold out of the Cult of Cunts t-shirt, making it one of the year’s top-performing merch drops on Rico’s store.Achieved a 10% increase in purchases of older merch items.Grew Rico's email list by 12% through the sweepstakes campaign, boosting CRM growth for future marketing.Press pickup and feature in UPROXX driving further buzz among fans.