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Helping RAYE achieve her first UK #1 single with over 34 million views, 949 million Spotify streams and Global chart success!

RAYE's single "Escapism." came to our attention back in November 2022, when it was starting to pick up naturally on TikTok. We decided on the theme of 'dumb decisions' to create music-centred content!

 

We also decided to test a range of different sounds, including a sped up and super sped up version! The sped up sound started to be the most reactive, so we targeted our spend all into this sound. We also started noticing our creators beginning to be super creative with their content - so we started launching open brief phases and saw some amazing videos!

A really interesting natural piece of content came through from the campaign, which ended up having a positive effect for Burt's Bees! After our creators' original post on 12th Dec 2022, an organic trend of "putting Burts Bees on my eyelids" came through, with creators globally jumping on this trend, boosting awareness of the brand via TikTok through an emerging #burtsbeeschallenge 🚀​

Posts started sprouting on TikTok, creating a buzz around Burt's Bees completely naturally, which is an amazing example of the spiralling nature of the app,  along with how trends can pick up in the right environment ✨

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The results?

Through just 2 challenges and a direct campaign, we achieved over 34 million views on the sped up sound!! The knock-on effect was a huge amount of UGC, with the sound achieving over 370,000 more videos since we started our activation!

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​The success converting to a huge amount

of streaming success, with over 949

million streams on Spotify! 💫

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'Escapism.' ended up becoming RAYE's first number 1 single in the UK! 🎉

It stayed in the UK Charts for 54 weeks, also becoming RAYE's first song to chart on the US Billboard Hot 100, reaching #22 🔥

300+ creations

34Mviews

370kUGC

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