Turning a catalogue classic into large-scale creator momentum 🎯
Creations
Views
Likes
MGK's catalogue track my ex’s best friend was picking up momentum on TikTok, and we came on board to take it to the next level. The focus was on simple, relatable formats that felt natural for TikTok and made it easy for creators to jump on.
Through multiple creative phases, the campaign encouraged users to post from a choice of content pillars, helping it scale quickly across different styles and audiences, achieving over 85M views 🚀
Phase One
We had creators take the lyrics and use them to reveal a partner, crush, or someone unexpected they’d fallen for, and the concept took off instantly. Its simplicity made it easy to replicate, and the relatability made it highly shareable.
We quickly hit 60 posts on this first phase, setting the stage for a viral wave of content and proving how a simple creative brief can turn into a trend overnight.
To widen the trend and include creators without a significant other, we adjusted the brief to include comedic content. Our idea encouraged creators to share their “type”, this included celebrities, obsessions, or quirky crushes, and the response was instant.
This approach opened the trend to a much broader range of creators, driving higher participation and keeping the content relatable and shareable. By expanding the brief in this way, we sustained momentum and unlocked a fresh wave of creativity across the platform.
48K+
Shares
Spotify Streams
Turning Pop-Punk Feels into Feed-Worthy Moments
The my ex’s best friend campaign demonstrates how catalogue tracks can still perform at scale when paired with the right creator strategy. By tapping into trends creators already understood and keeping the brief flexible, the campaign drove 168 creator submissions, generating 85.7M+ total views, 1.26M likes, 11.6k comments and 48k shares.
This momentum also translated to streaming success, helping the track surpass 700M Spotify streams and peak at #20 on the Billboard Hot 100.
