Arista Records' artist Yung Bae released the song “Bad Boy” on June 21st, 2019. And in February of 2020, the song started to gain organic popularity on TikTok, with more than 70,000 videos created using the sound. Arista wanted to fuel the trend on TikTok and take the song to other social platforms.
The Solution was a TikTok, Instagram, and YouTube social campaign utilizing high-impact partner accounts.
The first goal of this campaign was to amplify the “Bad Boy” trend that we helped to create on TikTok. To do this we chose 7 high-impact TikTok influencers from our network to post their versions of the “Bad Boy” challenge.
Our next goal for Arista was to get the song trending on other social platforms. To do this we amplified the existing TikTok content in meme format across Instagram and even pushed further by creating a YouTube compilation of the best TikTok videos which saw huge traction.
Finally, Arista wanted us to drive consistent growth of the song following the campaign. To do this we used high authority accounts and influencers on each platform so that others would copy and repost their content. This ensured a purposeful ripple effect that would last longer than the paid campaign duration.
At the end of the 2 week campaign, more than 300,000 TikTok videos had been created, TikTok had even created a featured hashtag based on the song, and the artist hit record streaming numbers on Spotify.