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Incentivising UK drum and bass fans to create a volume of content for Chase & Status' 'Baddadan' 🔥

'Baddadan' landed in summer of 2023 and took the UK charts by storm, reaching the top 10 within 5 weeks of being in the charts! To reach new audiences, we launched a TikTok campaign, targeting UK rave fans and natural fans of Chase and Status 🔥

We asked creators to make content that felt authentic to the song, as encouraging organic-feeling content is always our goal, promoting the song in a non-'ad' way. It's been proven to us over our vast catalogue of campaigns that content that feels natural is much more engaging to the viewers and, 9 times out of 10, results in more UGC 🚀

Our Challenge feature is a wonderful way to flood activated sounds with lots of creative content!


Challenges; influencers get pay-outs at certain view check-points - this is what incentivises creators to only take part in challenges that they truly resonate with and can create great content for! We notice a 30-40% increase in amount of material with challenges due to gamification, which also protects the budget for strong engagement.


The results?

With our top post reaching almost 800k views, we achieved 90 posts and 3.5 million views across the campaign! Creators loved jumping on the song, allowing us to get a volume of content out within 48 hours 🥳

UGC sky-rocketed, with 39,000 more videos on the sound than when we activated! As we started our activation early after the release of the song, we were able to get creations live that were representative of the sound, meaning that organic content was made in a similar style! This resulted in a burst of UGC, flooding the sound with UK drum and bass fans 🎧

'Baddadan' went to UK #5 and remained in the UK charts for 21 weeks! 📈

90+ posts



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