Challenge

Warner Music Group aimed to boost audio plays and generate content for the new song "1, 2, 3" by Sofia Reyes (feat. Jason Derulo & De La Ghetto). The goal was to increase awareness and engagement across key markets, leveraging TikTok’s powerful platform to drive user-generated content and elevate the song's presence.

Solution

To maximize the song's reach, Warner Music Group partnered with Influur to strategically activate 89 creators, including 15 macro influencers in key regions. The campaign focused on boosting awareness by amplifying an emerging trend using the song's audio, leveraging creators with large followings to generate viral content and encourage widespread participation.