Turning a cultural movie moment into large-scale creator participation ✨
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UGC
Zebr Posts
The simplicity of the mechanic unlocked mass adoption. UGC quickly soared around the sound, with creators leaning into character reveals, transformations, and POV storytelling. With UGC starting in the thousands and is now in the millions, creations are still going 'up up up' 🚀
Creators used the filter to randomly select their character and reveal the result on beat with the track. The unpredictability of the randomiser made each video feel unique, while the shared format created instant recognisability across the feed.
This phase sparked rapid early adoption, with creators eager to see - and share - which character they’d get, fuelling repeat views and inspiring other influencers to follow suit.
As the trend evolved, creators began expanding on their results through POV content, character cosplay, edits, and personality-based interpretations. This opened the activation up to a wider range of creative styles, from high-production transformations to lo-fi, humorous takes.
By giving creators ownership over how they expressed their character, the trend sustained momentum and unlocked a second wave of UGC - keeping the sound culturally relevant as it climbed charts and awards season buzz continued.
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As momentum built, Golden continued to dominate beyond TikTok. The track remains in the Top 10 of the Billboard Hot 100, went on to win the Golden Globe Award for Best Original Song and Best Animated Feature - cementing the campaign as a true crossover cultural moment 🏆
The TikTok sound now sits at 1.7M creations, driven entirely by creator-led participation.
This is what success sounds like 🎤
