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Boosting dance content for Beyoncé's 'Texas Hold 'Em', resulting in global #1's and multi-platform virality 🤠

Beyoncé's new iconic country song 'Texas Hold 'Em' came across our desks and we jumped at the chance to not only work on a Beyoncé campaign, but also a country one! 🤠

Dance trends were beginning to emerge on the sound, so we decided to run a challenge, boosting this dance content and allowing organic hype style posts to come through!

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.



  • TikTok

Flooding the sound with the dance content allowed UGC to sky-rocket, gaining 632,000+ new videos than when we began activating! 🚀

So many of our creators wanted to jump on this song, generating us 120+ dance and hype posts! These posts stacked up more than 8 million views in total 🥳

Instagram Reels

  • Instagram

After achieving millions of views and hundreds of thousands of UGC on TikTok, we took our activation over to Instagram Reels to push more sound awareness there 🕺

Again, our creators out-did themselves and we achieved 6 million views across our incredible dance posts! 

UGC was even more impressive on Reels, with 900,000+ more videos made after our campaign, resulting in 2.1M reels on the sound! 📈

The results?

'Texas Hold 'Em' shot to #1 in the UK and the US after becoming a viral sound on both TikTok and Instagram! 🥇

In total, we achieved 160+ posts and 14 million+ views across both platforms, through some incredible content from our creators 👑

160+ creations



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