Supporting Gracie Abrams' rise to her first ever UK No.1 'That's So True', maximising results by continued activation on consistent releases ⚡️
Close To You
'Close To You' landed in June 2024, starting at #35 in the UK Charts, which brought Gracie's music fully to a mainstream audience! With these chart results, we got involved to push this further on TikTok! ✨
We asked creators to make content that tied into the lyrics or feel of the song in order to push this to as wide an audience as possible, whilst still keeping content music-focused! We ran our challenge feature to ensure maximum post volume and reach 🚀
We gained hundreds of posts and millions of views from this activation, contributing towards the song peaking at #31 in the UK!
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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I Love You, I'm Sorry
Less than a month after 'Close To You' was released, 'I Love You, I'm Sorry' dropped, this time entering the UK Charts at #100 and we again got involved to get things rolling on TikTok!
Multiple sounds emerged, with us working on official sounds and original sounds to boost sound awareness on the platform. Lip-sync, couples and emotional content seemed to be popular content styles again, tying into the feel of the song and drawing attention towards the lyrics!
One sound in particular amassed 5.6M+ views across our 61 creations, with all other sounds also achieving millions of views through our challenge feature! The song climbed the UK Charts, eventually peaking at #4 🌟
That's So True
With the growth of the previous two songs, TikTok was already buzzing with Gracie's music, making the perfect environment for the release of 'That's So True'. We were able to take our learnings from the previous campaigns to target specific well-performing creators and activate content in reactive spaces 📈
The music-focused content snowballed into a viral trend of using the lyrics over video montages, gaining thousands of UGC on the app!
The results?
Close To You
So many creators wanted to get involved with this track, giving us 150+ posts and 2.6M+ views from our activation! The UGC also gained 35,000+ new videos since our launch date! 'Close To You' charted globally, reaching #49 in the US 🚀
I Love You, I'm Sorry
Working across multiple sounds for this track as well as taking some of our activation over to YouTube Shorts, our results were endless! We achieved a collective 350+ posts and 13.1M+ views across both platforms 🥳
After 16 weeks in the chart, the track peaked at #4 in the UK and jumped from #53 to #31 in the US after the TikTok activation!
That's So True
After the momentum of 'Close To You' and 'I Love You, I'm Sorry', the stage was set for a winner for Gracie Abrams, and she definitely delivered! We kickstarted activation quickly, collecting millions of views from our posts and accumulating hundreds of thousands of organic UGC within days 💫
We activated across two sounds, generating 15.8M+ views across 59 posts with a singular challenge and singular direct campaign! The growth of UGC across the official sound was +407,000 new videos and +141,000 new videos on the original sound 💥
The song became Gracie's first ever UK No.1, which was a huge moment for us after supporting throughout the whole run of releases! 'That's So True' also peaked at #6 in the US ✨
570+ posts
32M+views
1M+UGC