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Warner Music wanted to create organic engagement around their artist Saweetie’s track ‘ICY GRL’.
A designer from our Lens Creator community fashioned an AR Snapchat Lens around the song, with 3D falling snowflakes and dollar bills. The song snippet behind the lens included lyrics such as:
"When they say I'm not hot all these lies need to stop"
"Cause I'm icy, wifey, haters wanna fight me"
"Charging by the minute 'cause my time is very pricey"
to tap into the female empowerment, ‘girl boss’ culture of Generation Z.
This was distributed across our owned channels with a Generation Z audience (Age 13-18) and within 24 hours, the stats spoke for themselves.
Here is a crowdsourced showreel of some of the video submissions from our Snapchat audiences.
Moral of the story, find the type of audience that would respond well to a piece of content and when distributing it across social, frame it in a way that allows them to create their own bespoke stories.
As brands, aim to be 'enablers' of content, not simply 'distributors'.
Tapping into culture always wins.