Justin Bieber Swag II

Taking Swag to the Streets

Creators

24 Hours

Activation

Hype

Bieber Fever

What We Did

We helped tease Justin Bieber’s SWAG II album - taking real-world excitement and amplifying it straight into the online universe.

We helped tease Justin Bieber’s SWAG II album - taking real-world excitement and amplifying it straight into the online universe

“Wait… what’s that?” “What does this mean?” “ANOTHER album, Justin?!”

In the run up to the album release, we needed to build hype and speculation. No branding, no context - just enough to spark “WTF is this?” intrigue. We blended real-world discovery and authentic creator reactions which ignited instant curiosity, conversation, and speculation across TikTok.

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.

Phase one

SWAG II Tease The Album

We kicked off the campaign using our challenge feature, giving our creators raw footage of the mysterious SWAG II billboards spotted around key London hotspots. To elevate the posts, we armed creators with reactive sounds - Justin’s viral “standing on business” clip, tracks from SWAG, and other high-impact sounds built to grab attention and fuel speculation. This created an organic flood of curiosity and hype just days before the album dropped!

Phase two

SWAG II Album Drops

When the album finally dropped, we reactivated our creators to spread the word that it was OUT NOW. With fresh raw footage of JB on Big Ben, we updated the messaging to drive audiences straight to the new album.

And the Results?

Creators

High

Engagement

Hype

Bieber Fever

From Billboard to Buzz: 24-Hour Takeover

This activation delivered exactly what it needed - speed, scale, and instant impact. We mobilised creators fast, turning real-world intrigue into social buzz within hours. In just 24 hours we drove 67+ creator posts and 400,000+ views, sparking Bieber fever, plenty of speculation, and strong engagement leading straight into the SWAG II album drop.

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