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How we brought a classic Ed Sheeran song from The Hobbit back to life!

We teamed up with Universal Music, to draw attention to Ed Sheeran’s - 'I see Fire', a great catalogue classic heavily associated with The Hobbit film. The aim of the campaign was to re- birth a catalog favourite to test out emerging trends, community lean in and establish new audiences!

We had just launched our IG Reels Challenge feature! So what better way to incentivise a new target audience than to kickstart an explosive reels challenge combined with a TikTok challenge! 

The results?

The results were crazy! We achieved a whopping 2.6M+ views with just 2 challenges across IG and TikTok.  


The creators naturally explored some really amazing content with the majority reflecting the track's connections to the movie! Showcasing an amalgamation of content realms tapping into Makeup\Beauty and travel communities. A really adaptable soundtrack!




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