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
TOP POSTS
@shrutislookbookHere’s another way to wear your scarf #scarftop #mygfsaremybfspride
@taytayfierceSummer is here and the men are closing in! Y’all keep asking if I’m single and the answer is yes, but not for long! 🤣 #MyGfsAreMyBfsPride
@arielledangeloWas your journey similar or different? #MyGfsAreMyBFsPride #wlw #PerfectAsWeAre #lgbtq #bi #BestSeatInTheHouse #queergirl
@kcbeautyx176Like for part 2 of pride series! Tag:@ddlovato #MyGfsAreMyBFsPride #fyp #zodiacsign #collegehumor #zodiacmakeup #relatable #makeupseries #fypride
@michaelajazzlove is love // so proud to be trans 🦋 #prideanthems #MyGfsAreMyBFsPride #pridemonth #foryourpride