Linking Mental Health and AURORA’s ‘The River’ with a touching TikTok trend.
AURORA is a Norwegian singer-songwriter who produces dreamy electro-pop tracks. AURORA’s label, Decca Records, was looking to reach a new audience, but without losing the messages that lie within AURORA’s music. Decca was looking to gain this traction through AURORA’s new release ‘The River’, a song that’s about allowing yourself to show your emotions and cry.
We thought that the best way for AURORA to fall upon new ears was to create a viral TikTok challenge. Although many know TikTok for its lighthearted content, we decided to go with a more serious concept that would convey the message of the song, and resonate with a wider audience.
After some creative brainstorming, we came up with the #YouCanCryChallenge. The idea was to create a ‘duet chain’ of TikTokkers showing their emotions and then holding hands in solidarity of mental health awareness. The plan was to create an initial chain using our TikTok influencers, which could then be branched off from by each TikTokker’s individual fans.
The campaign was accompanied by the custom hashtag #YouCanCryChallenge, which tied it all together, and #MentalHealthAwareness to really drive home the message.
The results after just a few days were absolutely astounding- the challenge went absolutely viral after the initial post appeared on the ‘For You’ page, much akin to the likes of the Instagram Discover page. After the end of the campaign, our influencers videos saw a total of 649.4K views- a 550% increase from what was guaranteed to Decca. Our influencer videos also saw a total of 93.4K hearts, showing that the campaign certainly was going down well with the target audience.
The creative concept clearly resonated with the TikTok community, with nearly 3000 user generated videos created joining the chain and using AURORA’s track with the campaign catching the eye of the music press in Music Ally and Music Business Worldwide.
It was clear that the campaign was a massive success, and set the bar even higher our already top class TikTok campaigns.