Amplifying the rise of Dasha’s ‘Austin’ into a full cultural wave - 720K+ UGC, 51M+ views and multi-trend momentum.
Creations
Views
UGC
We tapped into one of TikTok’s biggest country music moments - the explosive surge around Dasha’s hit Austin - and used it to supercharge UGC growth, leaning into the platform’s dance culture, emerging organic trends, and the momentum already building across country music in 2024.
Having already worked on standout country-driven successes for Beyoncé (Texas Hold 'Em), Noah Kahan and Morgan Wallen, we brought these learnings directly into Austin to spark cultural spikes and drive the sound past 700,000+ UGC videos.
By combining trend seeding, creator-led experimentation and high-performing POV formats, we turned an already rising moment into a full cultural breakout.
The Austin dance was already catching fire, with even non-dancers joining in. Accessible, repeatable choreography like this has always been a goldmine for UGC, and early performance showed huge cross-demographic engagement.
We leaned into this cultural window, briefing creators to:
Jump into the dance in their own style
Lean into fun, personality-heavy takes
Use humour, ease and attitude to make the trend feel inclusive
Bring country-leaning visuals and styling where natural
These posts connected instantly, generating millions of views in Phase One alone, pushing the dance trend into an even stronger upward spike across TikTok.
As new trends naturally emerged on the sound, we shifted gears. We opened things up for creators to explore formats that best suited their voices, letting us fish for new high-potential moments.
This unlocked a mix of formats:
The revived "play this to see if he looks" trend (a format we previously saw explode on Tyla - Water)
Hype content amplifying the song’s storytelling
POVs and comedy cuts
Personality-led, country-aesthetic posts
This organic, multi-format approach generated major awareness spikes - and even caught the attention of Dasha herself, who engaged with and amplified our creators’ content.
The cultural loop was complete.
700k
UGC
Turning a Viral Moment Into a Chart-Climbing Wave
In total, the campaign delivered 51 million+ views across 150+ posts, with engagement rates hitting as high as 12% on a 1.9M-view video. For reference, most posts sit around 3 to 5 percent, decreasing as views grow - meaning our content significantly over performed.
The sound surged past 720,000 UGC videos, earning a coveted Trending spot on TikTok and triggering a major chart lift:
#7 – UK Charts
#19 – US Charts
#3 – US Country Charts
This campaign demonstrated the power of stacking multiple trend entry points - dance, POV, comedy, and country aesthetics - to push Austin into a full cultural takeover.
