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ISLAND RECORDS x DEMI LOVATO

TikTok Challenge - My Girlfriends Are My Boyfriends

Campaign Objective Summary:

In honour of Pride Month, Island Records partnered up with IMAGEMOTION’s music department to create a TikTok Challenge around Demi Lovato’s song ‘My Girlfriends Are My Boyfriends’ with the objective of boosting sound usages on the platform and A/B testing different creative trends. After successfully onboarding 200+ micro creators from our database, we were able to carefully monitor the submissions and identify what resonates.

Results:

This activation helped Demi and her team have a better understanding of the song’s potential gearing up to its official release:

Reached a wider range of audiences at scale
Rewarded and incentivized creators based on results
Monitored A/B tested audience creativity
Leveraged a song’s popularity to attract placements with popular creators
Increased visibility on TikTok’s esteemed For You Page

213+

TikTok Creators

13.3M+

Reach

2.9M+

Views

1700+

Audio Usage

2.25M+

Spotify Streams Earned

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