Off Campus

Turning TV moments into viral music discovery by amplifying three breakout soundtrack trends 📺🎶

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UGC Creations

Zebr Creations

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Views

Here's what happened

Following the release of Off Campus, two standout soundtrack moments quickly began gaining traction across TikTok. As fans shared clips, reactions and edits from the series, we identified an opportunity to amplify the noise around both songs while the show was dominating social feeds.

Combining both Challenge and Direct, we encouraged creators to build on the growing trends, helping audiences discover the music behind the series and extending the timeline of both soundtrack moments well beyond the show's release.

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.

Sound One

The Beaches Edge of the Earth

Edge of the Earth became synonymous with one of the show's biggest emotional moments, with fans sharing reactions, scene edits and "you need to hear this song" style content. We encouraged creators to recreate that feeling of discovery through POVs, TV-inspired edits, VEVO and Coachella performance clips, before evolving into Off Campus-inspired text-on-screen trends, carefree lip-syncs, car sing-alongs and summer montage content.

By leaning into the emotional connection between the series and the song, we helped transform a soundtrack moment into a repeatable TikTok trend that continued to grow throughout the summer.

Sound Two

Emei Scatterbrain

For Scatterbrain, our focus was on amplifying the excitement around discovering the song through Off Campus. We activated creators to produce scene-led edits, reaction videos, text-on-screen recommendations, carousel posts and "this song deserves more attention" content, all designed to tap into the growing hype around the soundtrack.

The campaign embraced the organic fan conversation already happening around the series, encouraging more creators to join in and helping the sound reach new audiences through authentic recommendations and TV-inspired storytelling.

And the Results?

Proof That Consistency Creates Breakthrough Moments

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UGC Creations

Zebr Creations

0M+

Views

Across both soundtrack campaigns, we generated 6.3M+ views, 150 Zebr creator posts, and contributed to more than 11K new UGC creations.

By tapping into the cultural conversation surrounding Off Campus, we successfully turned two soundtrack features into creator-led discovery moments. Both campaigns extended the lifecycle of the songs beyond the series itself, driving sustained engagement, encouraging ongoing UGC, and introducing thousands of new listeners to the artists through authentic fan-led content.