Our solution was a TikTok campaign that would create a movement around the track- to engage the audience rather than just expecting them to pay attention.
For the campaign, we wanted to spread the sentiment of the song, which is learning to love again after falling onto hard times.
We wanted the campaign to inspire self love; our final creative concept was for our influencers to film themselves confessing their biggest insecurities and how they learned to love themselves again.
We briefed our TikTok network on the creative concept, and selected the influencers based on their proposed content- every influencer was a perfect fit for the campaign.
