Justin Bieber Swag II

Justin Bieber Swag II

Justin Bieber Swag II

Taking Swag to the Streets 💸

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Creators

Creators

24 Hours

24 Hours

Activation

Activation

Hype

Hype

Bieber Fever

Bieber Fever

What We Did

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 release, we wanted to build hype and speculation without giving too much away. As the familiar SWAG pink appeared across billboards around the world, fans started connecting the dots and the mystery quickly sparked conversation across socials. We leaned into this real-world discovery through authentic creator reactions, helping turn curiosity into content and build the buzz around SWAG II. Read more about the billboard rollout and fan reactions via NME.

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

Phase one

SWAG II Tease The Album

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! 

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

Phase two

SWAG II Album Drops

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. 

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?

And the Results?

And the Results?

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Creators

Creators

High

High

Engagement

Engagement

Hype

Hype

Bieber Fever

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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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