The Stranglers
Golden Brown

Turning a timeless classic into a cross-platform moment, driving 23M+ views and 1.8M+ UGC creations 🤎

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Zebr Submissions

0M+

Views

0.8M+

UGC

What We Did

What We Did

We started by testing two different versions of Golden Brown across platforms - a slowed-down version on TikTok and the official version on Instagram.

The TikTok test quickly showed strong potential around the slowed-down sound, with creators naturally gravitating towards more whimsical, nostalgic and text-led content.

Rather than sticking rigidly to the original plan, we used this early signal to quickly pivot the Instagram strategy too, switching focus to the slowed-down version and building on the momentum we were already seeing.

Zebr Challenge

  • Our Challenge feature is a fast-paced, exciting way to generate a volume of creative content!

  • Creators submit posts based on a creative brief.

  • Encourages participation only in challenges they connect with, ensuring quality content.

  • Payouts tied to view check-points: secures posts while protecting budget until view milestones are reached.

TikTok Phase

TikTok Phase

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Creators Choice

We launched the slowed-down version of Golden Brown on TikTok as part of an initial A/B sound test, alongside the original version on Instagram. The slowed-down sound quickly began to stand out, with creators naturally pairing it with whimsical visuals, text-on-screen moments and creative edits.


Seeing this early traction, we leaned further into the format and used the TikTok momentum to inform how we approached the campaign across the other platform.

Insta Phase

Insta Phase

Amplifying The Song

Amplifying The Song

Once it became clear that the slowed-down version was resonating on TikTok, we made a quick pivot on Instagram, moving away from the original sound and activating the slowed-down version there too.


We focused on the creative styles already showing promise - whimsical content, text-on-screen storytelling and edits - giving creators a simple but flexible way to interpret the sound. This helped the slowed-down version cross over naturally from TikTok to Instagram, where it began building its own momentum.

And the Results?

And the Results?

And the Results?

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Videos

Videos

0M+

Views

Views

0.8M+

UGC

When a Timeless Classic Becomes A Multi Platform Soundtrack

When TikTok Meets a Holiday Classic

Across both platforms, the campaign delivered 23.9M+ views, 143 Zebr submissions and 1.86M+ UGC creations.

What started as an A/B sound test quickly became a cross-platform opportunity. By spotting the slowed-down version gaining traction on TikTok and being willing to pivot the Instagram strategy, we were able to take what was working and build it into a much bigger moment across both platforms. 🚀

Across both platforms, the campaign delivered 23.9M+ views, 143 Zebr submissions and 1.86M+ UGC creations.

What started as an A/B sound test quickly became a cross-platform opportunity. By spotting the slowed-down version gaining traction on TikTok and being willing to pivot the Instagram strategy, we were able to take what was working and build it into a much bigger moment across both platforms. 🚀

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Ready to talk about What Happens Next?

Let’s talk about your next campaign - and how we can shape the conversation together

Let's talk

Ready to talk about What Happens Next?

Let’s talk about your next campaign - and how we can shape the conversation together

Let's talk

Ready to talk about What Happens Next?

Let’s talk about your next campaign - and how we can shape the conversation together

Let's talk