LF System Afraid To Feel

How we created 200+ posts and 22M+ views in 1 week!

What We Did

Afraid to Feel was one of the biggest songs of 2022 and went viral on TikTok! We ran the TikTok campaign, so here's how we did it...

Using the Zebr Challenge feature, we allowed the community of influencers to take part posting content and compete to win prizes for the best engagement! We then followed up with cherry-picking approach of selecting specific influencers to take part to drive the creative trends we noticed appearing from the initial challenge burst!

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.

TikTok phase

Party / rave trends

We started to see the song picking up in the party / rave spaces, along with comedy POV angles!

And the Results?

Posts

22.9M+

Views

17 weeks

at Number 1

A rocked fuelled song hitting #1 on TikTok and the official charts!!! 🚀

The first In-App Challenge sparked a huge spike of content by creating 200+ pieces of content all posted at the same time. We started with an open brief which allowed 2 new trends to surface organically, doing the following; "What pills I'll be taking this summer... then cut to "hay-fever tablets" & "What's on your mind... cut to party/fun scenes".

We noticed the engagement on these particular posts was very strong, so following this we cherry-picked look-a-like creators to follow the same brief, which built even more UGC and 2 trends were born!

Within 2 weeks, the UGC had sky rocketed from under 1k to almost 10k! The sound now sits at 200k UGC and has been at #1 in the UK Charts for 17 consecutive weeks! 📈

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