KATSEYE Gabriela
KATSEYE Gabriela
KATSEYE Gabriela
Driving global sound awareness and scaling UGC through reactive TikTok trends.
Creations
Creations
Views
Views
UGC
Here's what happened
Here's what happened
Now one of the most recognizable tracks of 2025, Gabriela was still in its early stages when we launched the campaign, with just 1.4K creations on the sound 🚀
Now one of the most recognizable tracks of 2025, Gabriela was still in its early stages when we launched the campaign, with just 1.4K creations on the sound 🚀
Referenced as her "breakout song", 'Messy' brought Lola Young to worldwide success after becoming a viral hit on TikTok in 2024.
Our goal was to tap into emerging trends and scale them quickly through mass creator participation on TikTok.
Using a reactive, multi-phase approach, we fueled high-quality creator content and inspired organic participation at scale. This strategy boosted UGC, unlocked new trends, and propelled the track’s global reach 🔥
Our goal was to tap into emerging trends and scale them quickly through mass creator participation on TikTok.
Using a reactive, multi-phase approach, we fueled high-quality creator content and inspired organic participation at scale. This strategy boosted UGC, unlocked new trends, and propelled the track’s global reach 🔥
Rave content and fashion content were the obvious choices, and these creator spaces responded so well to the song, we decided to push it even further! Multiple open brief challenges followed this, in order to maximise our amount of posts for the budget, until we had pushed this into every content type imaginable.
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.
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
Hands Off Trend
Hands Off Trend
We kicked things off by introducing the sound to creators with trend-led briefs that were easy to replicate, like the ‘Hands Off’ challenge. Participation took off immediately, generating over 80 posts and 4 million views in this phase alone. This early momentum laid the groundwork for the sound to reach even more creators and spark more organic trends.
We kicked things off by introducing the sound to creators with trend-led briefs that were easy to replicate, like the ‘Hands Off’ challenge. Participation took off immediately, generating over 80 posts and 4 million views in this phase alone. This early momentum laid the groundwork for the sound to reach even more creators and spark more organic trends.
Phase Two
Phase Two
Helicopter Hands
Helicopter Hands
As the campaign evolved, we continued to track emerging trends, most notably the 'Helicopter Hands' dance. Its simplicity and accessibility made it highly engaging for creators. This appealed to our strongest dance creators, but also allowed other users to approach it from a comedic POV. By pivoting our briefs in real time, we amplified momentum and drove a dramatic surge in UGC creation.
As the campaign evolved, we continued to track emerging trends, most notably the 'Helicopter Hands' dance. Its simplicity and accessibility made it highly engaging for creators. This appealed to our strongest dance creators, but also allowed other users to approach it from a comedic POV. By pivoting our briefs in real time, we amplified momentum and drove a dramatic surge in UGC creation.
And the Results?
And the Results?
And the Results?
Creations
Views
UGC
Across the campaign, these reactive strategies generated 328+ creator posts and over 8.3 million views. Most impressive was the surge in UGC, with new creations skyrocketing to 434.3K, a huge leap from just 1.4K at launch. This explosive growth not only amplified global sound awareness but also helped Gabriela climb to #31 on the Billboard Hot 100
By combining reactive trend strategies, flexible creative briefs, and scalable challenge-based activations, we turned early momentum into sustained global UGC growth, cementing KATSEYE at the heart of TikTok culture.
Join the other companies winning with Zebr
Join the other companies winning with Zebr
Join the other companies winning with Zebr
Ready to see results in 24 hours?
Let’s talk about your next campaign - and how we can move culture together.
Ready to see results in 24 hours?
Let’s talk about your next campaign - and how we can move culture together.
Ready to see results in 24 hours?
Let’s talk about your next campaign - and how we can move culture together.