LARU - SOCIAL MEDIA
Social Media | Brand Identity | Marketing Strategy
WHAT
Laru is a humorous “troll” rap collective, notably known for their track “Qui a du caca kaki?”.
Despite a growing community attached to the group and increasing visibility on TikTok, Laru suffered from an identity deficit: it was hard to tell who was who within the collective, the main artist was too much in the spotlight at the expense of the group, and the Instagram account — designed as a simple “clean” showcase — reflected neither the humor nor the “troll” spirit that made the collective successful.
The result was an inconsistency across platforms and stunted growth beyond TikTok.
HOW
I took over the collective’s communication with a clear goal: redefine Laru’s identity and harmonize its presence across all social media platforms. To do this, I conducted a comprehensive strategic diagnosis, including:
- Identifying strengths, weaknesses, opportunities, and threats.
- Competitive analysis of similar troll rap figures (Lorenzo, Jack Uzi, Alkapote,…).
- Defining target audiences and understanding the core community’s expectations.
- Building the brand positioning and signature: humorous, high-quality, ridiculous, carried by an exaggerated, self-aware, tongue-in-cheek tone.
ACTIONS
Based on this diagnosis, I supported the collective in:
- Reworking their brand identity and storytelling.
- Restructuring the Instagram account to create a cohesive bridge between TikTok, Instagram, YouTube, and the website.
- Art direction and production of visual content: photoshoots, music videos, event content (concerts, behind-the-scenes…).
- Harmonizing the editorial line so each platform serves a specific purpose while maintaining a shared identity.
