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Helping 'Million Dollar Baby' to the top of the TikTok Music Charts, #3 in the Official UK Charts, #2 on the US Billboard Hot 100 Charts, with 6 million UGC!

'Million Dollar Baby' was a huge hit for Tommy Richman in May 2024 and we got involved to amplify the sound to over 6 million videos! Through a few of our challenge campaigns, we were able to generate millions of views and hundreds of posts, contributing to the incredible UGC!


By sparking trends and amplifying them by gaining a volume of posts in the same style through our challenges, we are able to boost sound awareness and help to heighten the number of posts 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.


Phase 1 - hype content

We asked creators to make hype content for the sound, as this was already resonating well on the app! Our creators absolutely loved the challenge, creating quality content and generating 130+ posts and 5.3M+ views!! 🔥

Our challenges are open to all creators on our app, allowing fans of the artist to draw towards entering naturally - this means we achieve content that not only looks natural and unpaid, but usually has more reach because it resonates with the creator's audience!

Phase 2 - amplifying reactive trends

Multiple trends started taking off on the app and creators began getting creative with the styles of content they were making using the sound! We ran an additional challenge phase, allowing creators to engage with the song in their own way 🕺

From running a smaller challenge, we achieved 100+ posts and 3.3M+ views from our creator community! 🥳

The results?

In total, we achieved 250+ posts and 8.6M+ views across our content!! The sound also had a growth of 5.1 million videos over the time we were activating! 🔥

In the UK, 'Million Dollar Baby' peaked at #3 in only its third week of entering the charts! In the US, it peaked at #2!!

The sound also went to #1 in the TikTok Music Charts, remaining at #1 in the US TikTok Charts for several weeks! The influence of TikTok over streaming and chart position cannot be ignored for many campaigns but especially in this case, with some incredible results for a previously relatively unknown artist! 🥳

250+ creations



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