How we created 4.9M+ views within 24 hours for Cat Burns on TikTok, worked on a 6-month multi-sound campaign and helped the song get to #2 on the Official UK Charts!
Cat Burns' 2020 track 'Go' started climbing the TikTok "Trending" chart 9 months after it's release and we got involved to boost this even further! We conducted a 6-month activation of 5 different sounds to create an huge collection of content using the song. We used our Challenge feature to get large volumes of content in order to push this song to trend on TikTok!
We worked on the following sounds:
the original sound
"higher, faster" version
a Goddard remix
Sam Smith feature sound
By working on multiple sounds, we were able to make more informed decisions as the campaign progressed from data points given from the previous sounds. For example, we saw some great creators performing well on the "higher, faster" sound, creating engaging high energy content, so we were able to re-target these high-performing creators on the Goddard remix!
By using an open brief on our challenge feature, we allowed our community of influencers to take part by posting content and competing to win prizes for the best engagement, whilst opening up for natural creativity to come through from our creators 🥳
We launched the original challenge at 5pm and all prizes had been won by midnight! 🏆
We achieved 170 videos and accumulated 4.1M+ views in less than 24 hours, along with 9.1M+ views after the first week! Within the 100+ videos, we had a great mix of macro and micro creators with 16 videos reaching over 100k views and 6 videos over 500k views!
Our creators got super creative with how they used the lyrics so that the content best suited their audience! We saw the lyrics used as emotional POV, relationship content, all the way through to comedy content!
This led to the song to be tagged as "Popular" on TikTok, as well as pushing it to #4 on the "Trending Chart"! The UGC grew exponentially, reaching 30k+ videos on the sound, starting from 18k before the Challenge! 🎉
All of this from 9 months after the release!! The song also got to #2 on the Official UK Charts! 🚀