Doechii 16 Week Social Media Rollout for Alligator Bites Never Heal

What makes a strong social roll out?

A strong content rollout strategy is essential for artists aiming to make a lasting impression and deepen their connection with fans. Rather than just posting frequently, an effective rollout takes fans on a journey, telling a story that gradually reveals the project’s full scope. This approach blends storytelling, consistent branding, and standout visuals to build excitement and draw fans into the artist’s world. Here's a look at one of our favorite rollouts of the year, Doechii's Alligator Bites Never Heal.

Who is Doechii?

Doechii is an artist from Tampa, Florida, whose work began reaching wider audiences during the pandemic with the track “Yucky Blucky Fruitcake,” a song that took off on TikTok and showcased her playful storytelling. Her momentum didn’t stop at a single viral hit. With her debut EP Oh the Places You’ll Go, she began crafting a narrative that positioned her as more than just a one-off success. She’s a rising star in the music industry, well on her way to a major breakthrough. After signing to Top Dawg Entertainment she released tracks like “Crazy” and “Persuasive” that further demonstrated her range and artistic growth, blending hip-hop, R&B, and pop influences into something authentically her own.

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Alligator Bites Never Heal

With her latest mixtape, Alligator Bites Never Heal, Doechii launched an immersive 16-week+ campaign that set a new standard in project promotion. Throughout this rollout, she unveiled a bold new persona as the “Swamp Princess,” an identity rooted in Florida’s vibrant landscapes that comes alive through gritty yet refined visuals and deeply emotive storytelling. The “Swamp Princess” aesthetic is both unfiltered and high-art, embodying an intense, visually daring, and emotionally raw experience that captivates her audience. This campaign caught our attention for its meticulous attention to detail—each piece of content feels purposefully crafted to build anticipation and invite fans deeper into Doechii’s world.

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The Case Study

In this case study, we examine how Doechii implemented a well-structured social media strategy to enhance her brand and create a lasting impact. This study serves as a guide for independent artists who aim to establish a cohesive and memorable brand presence. It draws from Doechii's expertly crafted "Swamp Princess" era as a prime example of how to post content that shapes a compelling narrative and resonates with audiences throughout each release stage.

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What we’ll cover

1. Her weekly content strategy
2. Posting frequency
3. Types of content
4. Creating a consistent narrative
5. How she engaged fans
6. How she reinforced her identity
   

Stage 1: The Build-Up (Weeks 1-4)

A strong build-up strategy sets the stage for your project by building intrigue, signaling a new era, and giving fans a reason to stay tuned. Doechii crafted a powerful build-up strategy to introduce her Swamp Princess persona. 

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She began by wiping her social media feed, signaling a clear break from her past work. She then launched the Swamp Sessions video series, a weekly glimpse into her creative process that allowed fans to feel connected to her journey in a fresh and personal way. This approach gradually built excitement, reinforcing her rebrand and drawing fans into the narrative before her album was announced.

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Goal: Establish a fresh brand identity and build anticipation.

Focus on:

• Developing and sharing your branding for this project
• Hinting at what’s to come.

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Actions to take:

• Wipe your social feed
• Launch a series of teasers
• Signal a new era with consistent posts
• Create a sense of mystery and anticipation

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Posts:

• Week 1: Social Media Feed Reset
• Weeks 1-7: Weekly series
• Week 4: Drop a single
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Posting Frequency:

• Instagram Posts: 3
• YouTube Videos: 4
• TikTok Posts: 5
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A Fresh Start

Day 1

One of Doechii’s first moves was to wipe her social media feed, creating a blank canvas for her rollout. This choice immediately communicated to her fans that she was entering a new chapter, and every subsequent post felt deliberate, adding weight and significance to each piece of content. By starting fresh, Doechii effectively set a visual reset for her brand, preparing fans for a cohesive narrative leading up to the release of Alligator Bites Never Heal.

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• While it’s not required to completely clear your feed, think about what actions you could take that could signal a new era is approaching.

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Create a Video Series

Day 1 - 43

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Before the release of Alligator Bites Never Heal, Doechii launched "Swamp Sessions," an experimental series that gave fans an unfiltered look into her creative process. As she explained, "Swamp Sessions is where I set a timer for an hour and write a song. Whatever comes out of that hour is what I post!" Each of the six videos captures her unfiltered, spontaneous energy, paired with striking, high-quality visuals. This series allowed her to explore her creativity's deeper, more vulnerable corners, blending bold, provocative imagery with a sense of beauty. 

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The “Swamp Sessions” laid a strong foundation for Doechii’s rebrand, offering fans a look into her creative process. Each session showcased different facets of her artistry—provocative, introspective, and culturally resonant—allowing fans to connect with her transformation on a deeper level. The consistent weekly format kept her audience engaged and positioned her rebrand as authentic and refreshingly distinct from typical industry releases.

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Outcomes:

• Provided a weekly touchpoint to keep fans engaged and build anticipation 
• Established and solidified Doechii’s rebrand 
• Posted across Instagram, YouTube, and TikTok
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Swamp Sessions:

• “BULLFROG” Day 1 - July 12th - Watch
• “CATFISH” Day 8 - July 19th - Watch
• “NISSAN ALTIMA” Day 16 - July 27th - Watch
• “FLORIDA WATA” Day 22 - August 2nd - Watch
• “SUNDAY’S BEST” Day 31 - August 11th - Watch
• “BOOM BAP” Day 43 - August 23rd - Watch
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Single 1 Release

Day 22

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The release of “NISSAN ALTIMA” set the tone for what to expect from the upcoming album. It was the first single released on streaming platforms ahead of the mixtape. Choosing “NISSAN ALTIMA” as the lead release speaks to Doechii’s desire to introduce this era with something intense and multifaceted, and signals a new phase in her career that’s as much about owning her narrative as it is about pushing musical boundaries. 

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To amplify this momentum, Doechii posted about "NISSAN ALTIMA" on TikTok nine times between July 27 and August 19, keeping the track at the forefront while also engaging directly with her fans by duetting and reacting to their content featuring the song.

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• Release at least one single before the album
• Build anticipation for the album
• Highlight the new tone of this era
• Promote this track heavily on TikTok

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Click here to get the full case study sent to you via email. We cover the everything from the mixtape drop to performances to her alligator bites never heal tour promotion.

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After you get the case study try out the Venice Co-Manager tool to get your own personalized timeline for your release.