Lindsey Stirling & Sabrina Carpenter
You're a Mean One Mr Grinch
We built a multi-stage campaign around You're a Mean One, Mr. Grinch, using a mix of creator content and festive trends to build momentum around the sound and keep it relevant year after year. Starting with a TikTok Challenge campaign, we focused on creating a strong foundation of content before returning the following year with a targeted Instagram Direct rollout to bring the track back into the Christmas spotlight!
Challenge phase
We kicked things off on TikTok with a Challenge campaign, bringing together a wide mix of creators and festive content pillars to build a strong presence around the sound. Alongside this, we introduced a customised Grinch-inspired filter to give creators another fun and interactive way to get involved. By tapping into Christmas trends and encouraging creators to put their own spin on the track, we built a strong foundation of content and helped create the momentum needed to push the sound further.
Direct Phase
The following year, we brought the track back with a targeted Direct campaign on Instagram, re-engaging creators and building fresh noise around the sound as Christmas approached. Rather than starting from scratch, we used the existing momentum and familiarity around the track to encourage another wave of festive content. This helped give the song another moment in the spotlight, keeping it part of the seasonal buzz and building on the foundations of the original TikTok campaign.
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A Christmas Classic Worth Revisiting 🎄
By combining an initial TikTok Challenge with a follow-up Instagram Direct rollout, we created a strategy that went beyond a single festive activation. The first phase helped establish the sound and build a strong bank of creator content, while the second gave it another boost the following Christmas. A great example of how returning to a seasonal track with a fresh creator approach can help keep it in the conversation year after year.
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