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ISLAND RECORDS x SIGRID

TikTok Challenge - Mirror

Campaign Objective Summary:

We recently partnered with Island Records to promote ‘Mirror’ by Sigrid. Being a rising artist from Norway, Sigrid and her team were looking for creative ways to drive listenership and exposure in the United States and Canada. We thereby designed a TikTok Challenge with the objective of A/B testing different trends/time stamps to see which type of content had the most impact on organic recreations. After successfully inviting more than 200 micro users across North America to participate in our TikTok Challenge, our team of experts methodically boosted the most noticeable trends using roster macro creators with a collective reach of 20M+ to help bring the track to mainstream status.

Results:

There are now more than 44,000 videos using the official “Mirror” sound clip on TikTok, with over 3,000 usages gained throughout the one-week campaign period.Our TikTok Challenge and curated process pushed an overall reach of over 48 million, 52.4 million impressions and 6.5M video views. As for Spotify streams, “Mirror” gained 1.4 million plays globally and is on course for a major breakout this Summer as a result.

215+

TikTok Creators

49M+

Reach

6.5M+

Views

3000+

Audio Usage

1.4M+

Spotify Streams Earned

https://www.tiktok.com/@manchurektriplets/video/6980754415087045893

https://www.tiktok.com/@julianburzynski/video/6979742596767829254

https://www.tiktok.com/@thegilberttwins/video/6979972208344976645

@shanewhalley

I still have a long way to go, but I will get there! #Sigridmirrorchallenge

♬ Mirror – Sigrid

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