The approach
We activated creators to make a video in their own cowboy style: an OOTD check, a lip sync, a morning routine. Keeping the brief open gave us many different takes on the same song.
The breakout
One of those takes, a whiskey shot, did clearly better than the rest. We switched the campaign's focus to it, and that format started a trend that took the song from 22K uses on TikTok to more than 500K posts.
- 320
- Creators activated
- 30M
- Views
- 3M
- Engagements
- #1
- US Billboard Hot 100