Riley Green Worst Way

Turning Riley Green’s ‘Worst Way’ into a country-tok moment with challenges, creators, and plenty of cowboy energy 🤠

What We Did

We love a good country moment at Zebr HQ, so when Riley Green dropped his new single, we got stuck in straight away! Testing out what felt natural, fun, and what would actually get people hooked.

We set out to turn a fast-rising track into a trending TikTok moment. Using a mix of our Zebr Challenge feature and direct creator approach, we pushed the sound into new territories and got UK and Australian audiences involved. By leaning into the trends fans were already loving. Giving creators plenty of room to play, we boosted reach, awareness and UGC in a way that felt totally natural to the feed.

Here’s a breakdown of how the campaign unfolded and the strategy behind the success.

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

Riley Green Effect

We kicked things off with a UK Challenge, then cherry-picked top Australian creators to strengthen both territories.

With the track already sitting at 40K UGC, we doubled down on the content pillars that were naturally performing best: lip-syncs, POV moments, and the rising comedic cleaning trend.

The real spark came from creators’ reactions to the iconic, steamy music video - igniting what quickly became known as the Riley Green effect. This opened up a brand new wave of conversation, curiosity and a new crush across the feed.

“Before you hit the honky tonk, do you have a country track that needs some Zebr magic?”

We kicked things off with a UK Challenge, then cherry-picked top Australian creators to strengthen both territories.

With the track already sitting at 40K UGC, we doubled down on the content pillars that were naturally performing best: lip-syncs, POV moments, and the rising comedic cleaning trend.

“Before you hit the honky tonk, do you have a country track that needs some Zebr magic?”

And the Results?

Posts

600K+

Views

90K+

UGC

When One Music Video Sparks a
Whole New Crush on TikTok

This turning point came from creators reacting to the now-iconic, undeniably steamy Worst Way music video. The moment those clips hit the feed, TikTok collectively swooned and what followed quickly became known as the Riley Green Effect. It wasn’t just a music moment anymore - it became a personality moment, a reaction trend, and the trend that pushed Worst Way into its viral moment!