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Achieving global chart success and virality on TikTok with PinkPantheress & Ice Spice's "Boy's a Liar"

We started working on "Boy's A Liar" when it only had 11 videos on the sound... now it has over 4M! 🥳


We decided to experiment with a wide range of content pillars in order to test which content was the most reactive! After testing through a single challenge campaign, we decided that POV using the lyrics, GRWM and fashion were gaining the most traction! We amplified these pillars by running a second challenge focused on just these content niches!

The results?

The campaign overall achieved over 3M views and 125+ posts with over 2 million more videos on the sound since activation!

"Boy's a Liar" ended up trending on TikTok for weeks, which converted to streams as well as chart success - The song ended up being super reactive and achieving spots across global song charts!! It peaked at #2 on the UK singles chart and #3 on the US Billboard Hot 100!

125+ creations



Liar [400x500mm] PLAT Josh Deal_page-0001.jpeg
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