Multi-platform success across 'Disease', 'Abracadabra' and 'Zombie Boy' - cultivating millions of views across dance trends for Lady Gaga's chart-topping songs 🕺
Disease
Lady Gaga officially made her comeback in 2024 with the release of 'Disease' and shot to success with an instant #7 position in the UK Charts 🏆 We got involved to help amplify the success across TikTok, Instagram Reels and YouTube Shorts!
We asked creators to make content that felt authentic to the song, as our goal is always to encourage organic-feeling content, 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, in the majority of cases, results in more reactivity 🚀
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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Abracadabra
A few months later, 'Abracadabra' started to gain some serious attention straight after its release! Creators were copying the dance from the music video and creating hype content for the track, so we asked creators to do the same! Using the real data from the existing posts on the sound to inform our content briefing always helps to achieve the most reactive content 🔥
Zombie Boy
Finally, in 2025, 'Zombie Boy' was released, bringing another dance trend to life! 🕺
We asked creators to replicate the dance trend in their own way, tapping into creator spaces that wouldn't usually post dance content to maximise our reach and ensure a natural feel to the posts!
The results?
Disease
After running challenges across all 3 platforms (TikTok, Instagram Reels and YouTube Shorts), we achieved an incredible 180 posts from our creators! The sound resonated widely and allowed us to achieve over 6.5 million views! 📈
UGC rose rapidly, rising by thousands of videos on each platform! Across our activation, we saw a total increase of over 132,000 new pieces of content!
Abracadabra
We saw huge success with this campaign - creators and viewers loved the dance trend and UGC spiralled, with an increase of 694,000 videos after our launch!
The song hit #3 in the UK Charts and debuted at #1 on the Billboard Hot Dance/Pop songs in the US! The song has had massive success and our content was no different - we achieved a total of 18 million views!!
Zombie Boy
Even though this track had less of a climb up the charts, our content still resonated strongly with audiences! Across our small challenge phase with 45+ dance posts, we achieved over 800,000 views and saw thousands of new videos on the sound! 🚀
410+ posts
25M+views
808K+UGC