Tyla Water

Encouraging 1.4M+ UGC on Tyla's 'Water' by amplifying dance and emerging trends! 🕺

Creations

0M+

Views

0.4M+

UGC

What We Did

We tapped into the Tyler Water buzz and turned it into a full-blown cultural surge, amplifying trends and driving a massive wave of new UGC 🌊

GRAMMY-winning artist Tyla had a huge 2023, with “Water” reaching #1 on the TikTok Music Charts.

By pushing the dance trend and amplifying emerging organic moments, our creators produced content that racked up millions of views!

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.

Phase one

Riding the dance trend

Tyla sparked momentum with her original dance trend, and we ran with it! We activated our best-suited dance creators to recreate the dance, spreading the sound across TikTok and boosting UGC by over 20,000 new videos a day! It was time to launch Phase 2 🔥

Phase two

Amplifying organic trends

For Phase Two, we widened the creative brief to spark more organic trends and push the track to new audiences 🚀

This gave rise to the “playing this sound to see if he looks” trend, which achieved millions of views from our initial post alone!

And the Results?

Views

Viral

Dance trend

1B+

Streams

Turning a Rising Trend into a Record-Breaking Wave

We achieved 100+ creator posts and 8M views, sparking a huge surge in UGC with creations on the sound jumping from just 331 to over 1.4M!! Water hit #4 in the UK, spent over 20 weeks in the charts, and reached #1 on the TikTok Music Charts. Tyla capped off the year by winning the GRAMMY for Best African Music Performance for Water

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