Incentivising UK drum and bass fans to create a volume of content for Chase & Status across multiple campaigns, supporting their rise to #1 with 'Backbone' 🔥
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.
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Liquor & Cigarettes
Just a few months after the success of 'Baddadan', Chase & Status released another hugely successful track: 'Liquor & Cigarettes'. The sound was building a little bit of hype on TikTok, with 2,000 videos when we got involved! We asked all creators to use a "What drunk text are you?" filter to boost UGC while relating to fans of the artist 🕺
Backbone
This brings us to 2024, with the huge release of 'Backbone' featuring Stormzy, where we were asked to get involved once again to help boost creations on TikTok! With an abundance of fitness content taking off on the sound, we asked creators to create high energy fitness and sports content that would draw in Chase & Status fans instantly!
We were able to take our learnings from the 2 previous campaigns into this one to target specific creators whose audiences we knew would resonate well with the song 🔥
The results?
Baddadan
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! 📈
Liquor & Cigarettes
The filter was hugely successful in creating engaging content whilst boosting UGC! 🚀
We achieved 115+ posts from our creators and 4 million views across these posts! We managed to push UGC to 11,600+ more videos on the sound than when we activated the campaign, which was a huge effect as most of these organic posts were also using the filter!
Backbone
'Backbone' has been a massive full-circle moment for us after having worked on Chase & Status campaigns for over a year. We were able to take learnings from our previous campaigns over to this activation in order to maximise the effect on TikTok!
The UGC effect has been huge, with over 10,000 new videos on the sound than when we activated the campaign! This is continuing to grow at a rate of around 5,000 new videos every week and we are still in early stages of the campaign!
'Backbone' shot to #1 in the UK and has held that spot for 2 consecutive weeks so far 🔥
250+ posts
8M+views
60K+UGC