Multi-platform success across 'Disease', 'Abracadabra' and 'Zombie Boy' - cultivating millions of views across dance trends for Lady Gaga's chart-topping songs 🕺
Creations
Views
UGC
We teamed up with creators across TikTok, Instagram Reels and YouTube Shorts to help bring Lady Gaga’s latest era to life on social. By leaning into fun, interactive trends and keeping briefs open, we encouraged content that felt natural to each track and creator.
Using a mix of Zebr Challenges and direct phases, we focused on dance-led moments, hype content and playful interpretations.
Lady Gaga made her comeback in 2024 with the release of 'Disease' and shot to success with an instant #7 position in the UK Charts 🏆 We got involved to help amplify the success across TikTok, Instagram Reels and YouTube Shorts!
We asked creators to make content that felt authentic to the song, as our goal is always to encourage organic-feeling content, promoting the song in a natural way. It's been proven to us over our vast catalogue of campaigns that content that feels natural is much more engaging to the viewers and, in the majority of cases, results in more reactivity 🚀
Results:
Across a multi-platform challenge rollout, we generated 180 posts and 6.5M+ views, alongside a surge of 132,000+ new UGC videos across platforms as the sound continued to travel organically. 📈
A few months later, 'Abracadabra' started to gain some serious attention straight after its release! Globally, creators were jumping on the dance from the music video and creating song-hype content for the track, so we asked our pool of creators to do the same! Using the real data from the existing posts on the sound to influence our content briefing always helps to achieve the most reactive content 🔥
Results:
UGC exploded following launch, with an increase of 694,000 new videos on the sound. The campaign delivered a huge 18M+ views, mirroring the track’s wider success as it hit #3 in the UK Charts and debuted at #1 on Billboard’s Hot Dance/Pop Songs in the US 🌍
Finally, in 2025, 'Zombie Boy' was released, bringing another dance trend to life! 🕺
We invited our creator pool to jump on the trend and make it their own - and they delivered! 🙌 Even creators who don’t usually post dance content got involved, putting their own spin on it and having fun with the trend. The result was a burst of content that felt genuinely organic, playful, and authentic, with creators clearly enjoying the trend and bringing fresh energy to it.
Results:
From 45+ dance-led posts, we achieved 800,000+ views and sparked thousands of new videos on the sound - proving that even lighter releases can deliver meaningful impact when paired with the right creative approach.
