A TikTok Influencer Marketing Case Study: Universal Music Song Promotion

A TikTok Influencer Marketing Case Study- Universal Music Song Promotion

A TikTok Influencer Marketing Case Study: Universal Music Song Promotion

Universal Music hired our agency The Influencer Marketing Factory in order to promote a new song called “Money Dance” by the trap Danish artist K-Phax (Universal Music).

TikTok Initiators

tiktok universal music case study

We selected 6 TikTokers initiators with a total reach of 20 million users. The cumulative number of earned videos for this activity has been of 700 videos, 938,276 views (for the hashtag #moneydancechallenge) and with a reach of the song of 5,000,000 of views.

You can read more information about metrics and watch the created content checking our TikTok Case Study.


TikTok To Promote A Song

TikTok is a relatively new social media that finds its strength in viral videos and a democratic and meritocratic algorithm that allows almost everyone to get featured on the For You Page. After selecting the TikTok initiators, we worked on the creativity: we decided to create a dance challenge using a specific hashtag #moneydancechallenge and use the catchiest section of the song to make it viral.


What Happens When You Create a TikTok Challenge

In less than 48 hours, several other TikTokers picked up the challenge, using the featured song and making it even more viral, collecting 540k views in 36 hours and 2,500,000 of songs replies.


TikTok Challenge Results

  • Number of hearts (initiators): 103,500
  • Number of comments (initiators): 867
  • Number of shares (initiators): 1,672
  • Videos Created using the song: 700 

 

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