Neena Rose 2025 Engagement Campaign

“In the end… it’s only me.” This lyric hook from Neena Rose’s latest single encapsulates the campaign’s theme of post-breakup empowerment . In early 2025, rising pop artist Neena Rose launched “FYWO” – a bold breakup anthem – supported by a multi-faceted marketing and creative campaign. Spearheaded by Patrick Jae Amunson (of Amunson Audio), the campaign was a comprehensive buildup to the “FYWO” music video release in March 2025. Patrick wore many hats in this project – serving simultaneously as creative director, storyboarder, video producer, digital marketer, stylist, and brand partnership lead. The objective was clear: craft a compelling narrative of freedom after heartbreak, establish a strong visual identity, engage fans with strategic content, and drive music exposure through targeted digital advertising. This case study details how Patrick’s leadership in each of these areas brought the FYWO campaign to life, from the pre-launch groundwork to execution and early results.

Campaign Objectives: Establish Neena’s artistic persona around themes of independence and “solitude in a crowd,” while maximizing reach and fan growth through coordinated creative content and paid media. All elements – story, visuals, ads, and brand tie-ins – needed to reinforce Neena’s message of “freedom after a toxic relationship” and resonate with her target audience (fashion-forward young women). The ultimate measure of success would be increased fan engagement (social followings, Spotify listeners) and a memorable brand that could attract partnerships (e.g. Aldo).