Strategising campaigns for maximum impact across two Royel Otis releases, accumulating over 20M+ views each on TikTok and Instagram Reels!
Murder On The Dancefloor
After the success of 'Murder on the Dancefloor' and its remixes on TikTok, we took this across to Reels to continue the momentum!🚀
We asked creators to make content representative of the song, such as uplifting content, vibey fashion content and POV 🥳 We ran our challenge feature to gain a volume of content on the sound, boosting the UGC on Instagram!
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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Linger
Following this incredible activation on Reels, when the opportunity came to work on the next SiriusXM session for Royel Otis, we took to TikTok to gain some more sound awareness for 'Linger'!
We wanted to keep the focus on the amazing cover of the Cranberries, so we activated a music-focused brief! We allowed hype content for the cover, aesthetic travel content, content around the "falling for you" lyrics and any open brief content that suits the song or vibe. This was to allow for creativity and maximum creations for maximum impact on the UGC, whilst maintaining relevance to the sound to activate content that is representative of the band! 🌟
The results?
Murder On The Dancefloor
We achieved some incredible posts from the challenge, showing how much fun our creators have had with the sound 🌟
In total, we achieved 65+ posts and 20M+ views from a singular challenge campaign!
The UGC boosted by 34,000+ new videos (having started at 5,000) to a total of 39,000+ videos on the sound! 📈
Linger
Creators absolutely loved this song, meaning we gained hundreds of posts and really creative content! Multiple reactive content styles emerged, such as sports, relationship-based content and hype for the song, giving us a huge amount of data 🚀
From these learnings, we activated further challenges, amplifying only the content styles that were resonating. This resulted in hundreds of well-performing posts!
Our total results came to 360+ posts and 20.5M+ views!! 📈
We had a great effect on UGC, taking the sound from just over 2,000 videos to 193,000+!
425+ posts
40M+views
170k+UGC