Chris Brown It Depends

Turning a viral TikTok moment into a Snapchat-native win with a gamified lens that unlocked Gen Alpha at scale.

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Activation

The Challenge

The ‘It Depends’ dance challenge was already blowing up on TikTok, with thousands of creations on the sound. We wanted to expand this momentum onto a new platform: SnapChat.

Home Alone is one of the most beloved holiday films of all time - and this year, we brought its nostalgic magic to socials through a multi-filter campaign built around the iconic soundtrack “Somewhere in My Memory” 🎄✨

So the challenge became: how do we take a trending TikTok-born trend and translate it to Snapchat?

We wanted to lean into the success of the dance trend, but also adopt native behaviour on Snapchat. We landed on a gamified lens which was playful, interactive and highly shareable.

Gamified lens

Custom-made interactive lens that bring your product, film, or song to life - gamified, shareable, and built to connect with customers and fans through the trends driving social culture.

Phase one

Filter one

Launching the volume campaign

To kick-start momentum on the sound, we launched a challenge focusing on a variety of content pillars that had seen success on TikTok. Dance creators jumped in, fitness creators put their own spin on the sound, and POV-style posts began flooding the feed. The response was huge, our creators contributed over 100+ new posts, inspiring a surge in a UGC of over 70,000 new videos, pushing the sound into a powerful upward trajectory

Phase two

Launching the gamified lens

We designed and launched a “Rhythm Run” style Game Lens - a fast paced, interactive game to fuel organic UGC. We locked in another 65 creator posts, with dozens of users commenting how much they loved the game and the track.

And the Results?

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5,000+

An addictive game lens that turned high scores into hype for the sound.

When TikTok Meets a Holiday Classic

The results were huge: we crossed 1.5M views, drove 158K+ new UGC, and our Game Lens was shared over 4.9K times. Even better, 54% of users were aged 13-17, proving that a gamified approach was exactly what we needed to reach our target demographic. Creators started posting their high scores, comments flooded in about the sound, and we finally cracked the younger Gen Alpha audience we’d been aiming for.