With over 1 million new pieces of content collectively since our activations, here's how we consistently brought TikTok success to Doechii's releases (including two US #1's) 🥇
What It Is
Way back in March of 2023, Doechii released 'What It Is' and by May, we got involved to help amplify the track even further on TikTok! Being her first Billboard Top 100 and UK Top 100 hit, 'What It Is' brought Doechii's music to the mainstream 💿
Originally, food content was extremely reactive on the sound, so we jumped in to boost this emerging trend. As the track grew globally, the content styles became broader, and we mirrored this in our activation by running an open brief, global campaign to maximise reach and UGC on the sound 🌎
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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Denial Is A River
In 2024, Doechii's new album 'Alligator Bites Never Heal' was released with 'Denial Is A River' as the lead single, picking up good traction with around 15,000 videos on TikTok when we got involved 🌟
With a track this good, creators were drawn towards content that focused on the vibe of the track and lip-syncing the lyrics, to show how much they love the song! We activated some really incredible performing content, which helped push the UGC to hundreds of thousands of videos!
Anxiety
The main trend on this Gotye remix was the dance, which our creators loved making alone and with their friends. We worked across two sounds, with one focusing on a POV using the lyrics trend, which was also extremely reactive! 🔥
The results?
What It Is
After activating over 300 posts across two sounds, we achieved 28 million views organically, which was an incredible response! In total, we saw a growth of 464,000+ new videos after our activation! 🚀
'What It Is' peaked at #26 on the Billboard Hot 100 and #63 in the UK!
Denial Is A River
Even though we activated only 35 posts for this sound, we still achieved an organic 11.5 million+ views across our content! UGC rose by 520,000+ new videos across the two original sounds we worked on - original sounds can be a great way of spreading sound awareness whilst making content look natural and unpaid!
The song peaked at #9 in the UK and hit #1 on the Billboard Hot 100! 🚀
Anxiety
We activated 125 pieces of content for 'Anxiety', reaching over 12.7 million viewers on TikTok! We got involved when there were 2,000 videos on the original sound, seeing an increase of over 200,000 new creations since we launched our campaign! It was amazing to see the knock-on effect of incredible creators' content 📈
'Anxiety' reached #3 in the UK and #1 again on the Billboard Hot 100 chart!
460+ posts
52M+views
1.2M+UGC